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SalesTechStar interview with Gerald Ang, CEO at Milieu Insight

Gerald Ang, CEO of Milieu, talks about how better market research and analysis can empower sales and marketing teams.
Milieu Team
April 11, 2022

Gerald Ang, CEO at Milieu Insight talks about the various ways in which better market research and analysis can benefit and empower sales and marketing teams:

"Our platform serves the needs of consumers and businesses alike. With Milieu Surveys, we provide consumers from all walks of life with an effortless way to contribute their opinions. In doing so, we allow consumers to have a say in a plethora of topics, from social issues, to products and services. By focusing on the user experience and gamifying the survey taking experience, we make the survey experience fun. This allows us to build broader and higher quality survey communities that enable our clients to make more accurate decisions.

With Canvas, we aim to revolutionize the way organizations use market research. Considering how fast organizations need to make decisions these days, our solutions are designed to be agile and actionable. Our focus on user experience also extends to Canvas, which we have carefully designed to be intuitive and flexible. We make market research accessible to a broader range of end-users. Even those with no prior experience in running market research studies find using Milieu a breeze.

Both parts of our platform interact with each other seamlessly through our proprietary technology, allowing us to provide industry leading turnaround times that have changed the way consumer companies use insights for business decisions. As our product matures, we want to eventually become an industry infrastructure, empowering businesses big and small to build communities and engage with them daily."

How are you seeing the demand for improved customer data and analytics transform in today’s marketplace and in your view why is this change becoming critical to sales and customer facing teams?

"The world we are living in today is vastly different from the world we were living in a couple of years ago. The pandemic has impacted our lives in many ways and in turn, changed the way consumers make decisions. As such, the demand for more agile and innovative consumer data solutions is higher than ever before. More so since, organizations are seeking ways to win in a highly competitive marketplace with ever-changing demands. The increase in demand has also come with different demand dynamics, as organizations move towards online engagement of stakeholders given social interactions are limited. As such, they are relying more on digital ways to run research studies, as traditional methodologies such as face-to-face become less viable and the need for timely insights increase. The proliferation of affordable smartphones in emerging markets has also made this shift easier than ever before.

These changes are far reaching and impact more than just the sales and customer facing teams. From agency creatives to government policy makers, the need for insights on how people behave and make decisions is more important than ever before. Given how fast consumers are evolving, it is critical to get access to up-to-date data in a timely fashion. The unstable market landscape brought about by the pandemic presents opportunities for organizations to make material progress in their share of the market by making the right decisions at the right time. Agile and timely data solutions empower them to do so.

The status quo for market research is still highly tedious and costly. Sales and marketing teams already have enough on their plate with their day job. Market research should make their lives easier, and not more cumbersome. Traditional research is not easy to manage and takes the time of sales and marketing teams away from the core of what they do. Beyond that, sales and marketing teams also struggle with the timeliness of insights – receiving insights weeks and months after you need it is too late, and the market landscape may have changed further by then, rendering these insights irrelevant."

Read the full feature on SalesTechStar.