BOCA RATON, FL: Microsoft, the technology giant, is effectively leveraging its international scale to translate research data into tangible insights at rapid speed.

Kajoli Tankha, Microsoft's Director/Advertising Research and Social Intelligence, discussed this subject at The Market Research Event held by KNect365.

More specifically, she suggested the organisation's presence in 42 countries across the globe enabled it to swiftly turn the hard numbers yielded by research into meaningful recommendations for key stakeholders.

"We literally take advantage of the rotation of the Earth to deliver insights overnight," said Tankha. (For more insights into the company's approach in this space, read Warc's exclusive report: The culture of Microsoft's advertising-research team.)

Drilling down into this topic, she cited the example of a survey which closes late at night in the United States, the company's home market.

"Our partner in New Zealand picks up the data and processes it. Our partner in Germany focuses on quality control [and] derives the insights," Tankha said.

"By morning, because the sun rises latest in Seattle, [we] actually have all the data ready because all of these teams are working around the clock."

The ability to work at this kind of speed is essential for a business like Microsoft, which operates in the constantly changing world of digital technology, and needs its marketing communications to be equally dynamic.

"Digital measurement is its own beast … The scale and speed is like nothing I have seen before. But if you want to be on the forefront of research, you have to make some sense of the madness that's out there," Tankha said.

And achieving that goal, she continued, requires not only moving at speed, but ensuring the information provided to senior executives is comprehensible to people with expertise outside marketing research.

When researchers pose the question, "How can we break through the holiday competitive clutter?", Tankha said, as an example, her team explains it will look at indices like ad recognition, brand metrics and share of voice in previous years.

Data sourced from Warc