Brands are increasingly turning to automated research techniques to prune the market of poor methodologies, toxic panels and anecdotal results, but there will always be a need for human analysis.

Mostly what we are seeing is that networks too often come together to do incremental things. They are not creating the next transistor chip or laser or next energy source. Certainly not with the frequency you would expect or we desire.

iQ’s three main areas of competency — text, stats and key drivers — are targeted at automating the most common regressions and reports a company would already make from its experience data.