Yahoo has launched PurpleLab, a new platform for market research in Australia and South East Asia. The platform aims to address the challenges of speed and quality in the market research industry, combining Yahoo’s data capabilities, technology, and consumer relationships to rapidly turn around robust panel data.

PurpleLab is powered by Qualtrics®, providing Yahoo with fast access to nationally representative consumer insights across the region, according to the company. Yahoo uses Qualtrics tools for its own internal market research, and PurpleLab builds upon this use. The platform has already generated valuable insights for brands and clients, such as a study on Gen Z vaping habits in Australia. These insights can be used to enhance the effectiveness of media and creative strategies in behaviour change campaigns targeting Gen Z vapers.

Dan Richardson, Head of Data & Insights for Yahoo AUSEA, said, "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 at Qualtrics, highlighted the strategic importance of market research. "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."

According to Richardson, "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."