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Helixa in the News With Quirk’s: Mind the Gap

Perspectives, Helixa in the News / by Helixa Marketing on September 17, 2020

Helixa in the News With Quirk’s: Mind the Gap

Quirk’s plays a key role in helping set the agenda and drive the discussion within the research industry.

That’s why we’re excited to share their newest piece, penned by our very own CEO, Florian Kahlert.


In this article, he explores how an audience-focused approach provides a path forward for market research, at a time when privacy is looming larger than ever:


“While surveys have their strengths, collecting survey responses on tens of thousands of items from tens of thousands of individuals is extremely expensive, often impractical and sometimes inaccurate. 


“On the other hand, observed data is now available in abundance, though it often lacks some parameters like basic demographics or the motivations to put the data in context.


“Luckily the advent of ever more powerful and affordable computing power, both for processing and storage of data, combined with advances in machine learning provide us with a way to narrow this gap and expand the knowledge they produce.”


Check out the piece below. In the meantime, we’ll keep sharing how our solutions are helping to usher in a new era of research that feels human, respects privacy, and gets results. 





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