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Yahoo launches PurpleLab for market research in Australia & Asia
Fri, 16th Feb 2024

Yahoo has launched PurpleLab, an innovative solution aimed at revolutionising market research in Australia and South East Asia. This groundbreaking tool seeks to resolve issues related to the speed and quality aspects often encountered in the industry, heralding a shift in how brands gather and utilise consumer insights rapidly.

The PurpleLab platform, which leverages Yahoo's comprehensive data capability, advanced technology and deep consumer engagement, can swiftly provide robust panel data. The platform is enhanced by Qualtrics' capabilities, offering Yahoo quick and easy access to nationally representative consumer insights across the region. It also ensures market research projects are customised to attain maximum value and results. Yahoo had already employed Qualtrics tools for its internal market research processes, and PurpleLab is an extension of this utilisation.

Dan Richardson, Head of Data & Insights for Yahoo AUSEA, outlined the platform's potential. He noted, "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."

Richardson went on to discuss the advantages of 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." He emphasised that PurpleLab is a testament to Yahoo's dedication to being a reliable partner, enabling brands to carry out sophisticated and effective marketing campaigns across various media platforms.

Ali Henriques, Global Director of Research Services at Qualtrics, highlighted the strategic growth opportunities in the market research arena. "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," he explained.

Following a successful pilot launch, PurpleLab has already furnished valuable insights for several brands and clients. For instance, the platform was used in a recent study on Gen Z vaping habits in Australia. The data collected can be utilised to increase the efficiency of media and creative strategies, especially in behaviour change campaigns targeting Gen Z vapers.

Dan Richardson noted their high expectations from PurpleLab: "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."