The age-old advertising mantra of finding the right person with the right message at the right time is arguably more achievable today, even if the increasingly packed ecosystem of partners and platforms makes strategic decision-making harder than ever.
“Data is more important than ever,” Daniel Robinson, senior director, DSM strategic partnerships at Cint, told Beet.TV in this video interview at Possible in Miami.
“With that crowded ecosystem, it makes it even more difficult to make the right decisions. And that’s where measurement comes into play, being able to find out which partners are working, which strategies are having an impact, and how you can best spend your dollars.”
Real-time insights for market research
The pressure for real-time consumer insights continues to mount, pushing technology providers to deliver speed without sacrificing the integrity of the data.
Cint is a software company that specializes in technology for obtaining market insights. It provides a platform that connects marketers and researchers with survey respondents to facilitate the collection of consumer opinions.
Robinson said that “real time has always been big on our minds,” noting that Cint’s solutions have offered daily insights for brand lift since 2020. The ongoing focus, he explained, is on accelerating access to these insights.
“For example, we recently rolled out our Study Creator platform, which allows a DIY workflow to enable people to set up studies in minutes,” Robinson said. This platform, launched in August 2024 as part of Lucid Impact Measurement by Cint, aims to provide users with timely and accurate brand lift measurements. Robinson added that this tool “still fuels into our platform so they can have those rich and deep insights that they’ll need to make decisions with data.”
The broader market research industry is also adapting, with a significant trend towards integrating artificial intelligence and real-time data analysis to gather and interpret consumer insights more efficiently.
Democratizing access to brand lift data
Looking ahead, Robinson identified a key transformative trend: the expansion of research insights beyond dedicated research teams.
“Traditionally, market research and advertising research and brand lift measurement has always been limited to research teams,” he said. “And what we’ve seen is this scale out even further into ad sales teams.”
The goal, according to Robinson, is “trying to make the insights digestible and easy to access so that anybody from a media planner all the way through a market research expert is able to make the same data-driven decisions with brand lift.”
You’re watching “The New Era of Intelligent Advertising,” a Beet.TV Leadership Series at POSSIBLE 2025, presented by Cognitiv. For more videos from this series, please visit this page.
