Trends in marketing research is a well-talked about topic in this community, and given the impact of fast-paced developments in research and technology these recent years, what Civicom’s Rebecca West tackled in her presentation struck a significant chord with the market research audience at IIeX.
Speculations were made in years past whether market research industry evolution can keep pace with technology getting smarter and businesses turning to automated tools. Current trends point out that there is an increased application of automation capabilities – market researchers now have big data tools that can automate parts of the insight discovery process, therefore reducing or eliminating time consuming methods. There is also a demand for analytic tools for qualitative content that can churn out quick but direct and compelling reports - a demand necessitated by the desire in the industry for shorter, faster, and easier ways to explain insights through data.
Researchers now also employ methods that enable close bonding, engaging with participants in long term, open-ended online communities, or achieving the bonding objective through utilizing user-friendly self-directed mobile research apps. Market researchers now also heavily use observational mobile ethnography apps in combination with other web-based tools that bring clients, moderators, and participants closer together wherever they are in the globe.
2017 trends show that market research must be agile: responsive, reactive, and adaptive, and be as fast as technology evolves.
With the rise of augmented and virtual reality tools, market researchers find themselves developing immersive methods revolving around AR and VR, allowing respondents to interact with a 3D environment while also allowing researchers to measure their non-conscious reactions. Passive information collection systems are on the rise with consumers more and more getting into the ‘Internet of Things’ and wearable tech. This allows for the effortless capture of accurate lifestyle and behavior data, as opposed to using the traditional time consuming face-to-face interviews or long online surveys, which employ often less accurate self-reporting.
Thanks to improved technology infrastructure worldwide, globalization continues to expand through enhanced communication and technological capabilities, and market researchers are able to delve into richer experiences and global insights as they are able to reach more diverse panels in shorter time. However, market researchers are faced with changing shifts in the geopolitical climate and changes in government policies all over the world that have the potential to affect and even disrupt the sharing and gathering of data.
The persistent theme in this year’s market research trends relays that the ability to be agile is a necessity for survival. Agile is no longer just a buzzword but is now a requirement. When adapting to consumer behavior, with continuous feedback now available, it is a must to be responsive, reactive, and adaptive. Just as with emerging and future technological trends, market researchers find their roles changing and adapting to the evolving need. Indeed, the Road Runner had it right: be agile or be run off the cliff.
Insight Innovation eXchange (IIeX) is a global conference series which is part of the Insight Innovation platform, brought to the marketplace by industry information leader GreenBook. IIeX is singularly focused on advancing the business value of insights. It showcases the very best from inside and outside the market research realm with a focus on technology innovation, thought leadership, collaboration and networking. IIeX North America features TED-Talk-style presentations and panels on the future of market research, innovations in disruptive technology, and creating an understanding of how others are successfully leveraging emerging research methods.
Civicom Marketing Research Services offers many options to enhance the research process for marketing research professionals. Civicom is the global leader in facilitating telephone and web-enabled IDIs and Focus Groups using Civicom CyberFacility®. Civicom also offers Civicom Chatterbox®, an asynchronous research platform for online communities and bulletin boards, plus the Civicom ThoughtLight™ Mobile Insights App, a qualitative mobile tool for collecting richer in-the-moment insights, and offering geolocation plus off line accessibility for places where there is no data connection.
Civicom ThoughtLight™ works with both iOS and Android and is a useful tool for shopper insights, audio diaries and patient journeys. Civicom operates in over 96 countries and offers extensive translation services for marketing researchers, as well as transcription services through TranscriptionWing™, and respondent recruiting through CiviSelect™. All of these services are available in Spanish, as well as English, and multiple other languages.
Civicom Marketing Research Services continues to be at the forefront of innovation and new strategies in marketing research, actively participating in various conferences and networks that engage in developing new techniques with the latest technologies globally. Civicom is known among its clients for dedication to service quality and for the company’s motto “Your Project Success Is Our Number One Priority.”
Civicom Marketing Research Services chooses to be as dynamic as it is innovative; always listening to and acting on clients’ ideas and requests as they see fit. This kind of relationship has paved the way for the development and roll-out of new services.