People in business have very little time to learn new programs like this. If it takes more than 5 minutes to get it running and to use it, it is too complicated to use. It is very handy for them to have a system like this because they are always examining a lot of data and they find this very useful to get answers that they don't get from hardcopy. What this does mean is that the relationship between the researcher and the client starts to change. Gallup's experience in Iceland has been of much greater loyalty from its clients.
Presentation still take place, and the researchers also use Memphis to gather key findings.
But they spend less time running extra analyses for their clients, which are inefficient and unprofitable. Memphis Survey Explorer 3.0 is due for release on 1 September. Published in Research, the independent voice of market research, August 1998, Issue 387. All rights reserved. Reproduced with permission.