Bad data can make its way through the cracks in online surveys – with bots and cheaters posing as some of the biggest threats to data quality. But help is here…

Yahoo has launched PurpleLab in Australia and Southeast Asia, an innovative solution that addresses the challenges of speed and quality in the market research industry, transforming how brands acquire and apply consumer insights at speed.

Powered by Qualtrics, PurpleLab brings together Yahoo’s extensive data capabilities, cutting-edge technology, and deep consumer relationships to provide fast and easy access to nationally representative consumer insights, and access to industry expertise to deliver optimum value and outcomes for market research programmes.

Leveraging Yahoo’s robust data stack, PurpleLab enables high-quality, accurate results from real humans within a short turnaround time.

Dan Richardson, Head of Data & Insights for Yahoo AUSEA, shares the vision: “For too long, brands faced the dilemma of compromising either speed or quality in market research insights. PurpleLab addresses this challenge by delivering high-quality, accurate results from real humans with a rapid turnaround time.

“By partnering with Qualtrics we have created peace of mind for our clients that these insights are from real humans, not AI-powered bots, and by leveraging our own robust data stack we can control the process to ensure it is fast and efficient. This platform is a testament to Yahoo’s commitment to being a trusted partner, empowering brands to execute sophisticated and effective marketing campaigns across the media funnel.”

Ali Henriques, Global Director of Research Services, Qualtrics, explains: “Market research is one of the most important strategic growth drivers in every organisation. With in-depth, trusted human insights, such as those from Qualtrics and Yahoo, brands can understand evolving consumer expectations and uncover unmet market needs to confidently and precisely make decisions that drive customer loyalty and satisfaction, market share, and ultimately revenue growth.”

Following a successful soft launch, PurpleLab has already generated valuable insights for brands and clients, such as a recent study on Gen Z vaping habits in Australia. These insights can be adapted to enhance the effectiveness of media and creative strategies in behaviour change campaigns targeting Gen Z vapers.

Richardson adds: “We’re excited by the results we’re already seeing from PurpleLab. It’s not just a tool; it’s a strategic ally in empowering brands with data-driven decision-making capabilities.”