Revolutionizing Market Research for the Digital Age: A Deep Dive into Research Technology

Jul 18, 2023
using research technology for market research
Table of Contents


For a long time, the market research industry has relied heavily on hand-tabulated data and manual collection methods. However, times have changed.

Technology has grown by leaps and bounds over the past decade, and for businesses to keep pace with the rapid changes in consumer needs, optimized solutions are needed. Thus, the transition into ResTech or Research Technology.

With an ever-changing market landscape, investing in ResTech solutions can help you gather agile and actionable insights to drive business growth – ensuring your research process is up-to-date with the current insights market.

However, it’s important to consider if your chosen solutions are customizable to your project needs, provide accurate results, and are easy to use. In this in-depth guide, we’ll explore different aspects of ResTech and share some valuable tips on integrating these technologies into your market research project.

What is ResTech or Research Technology?

moderator and respondents in online focus group

ResTech revolutionizes the research landscape by integrating advanced software, analytics, and data collection tools into a seamless business solution. It empowers companies to conduct research and gain valuable insights efficiently.

Compared to traditional research methods, ResTech leverages digital tools and cutting-edge software to optimize the research process entirely. By harnessing the power of technology, it improves the efficiency of data collection, cleaning, and analysis, enabling businesses to accomplish in minutes what would typically take weeks through manual research.

This innovative research approach proves particularly advantageous for companies seeking agile and iterative tools that capture the pulse of the current marketplace. ResTech empowers organizations to collect vast quantities of high-quality data at a reduced cost without compromising the accuracy of their findings.

Previously, such large-scale studies were conducted exclusively by major corporations. However, research technology has democratized this approach, making it accessible to businesses of all sizes. Now, even small companies have the means to make informed decisions in real-time while maximizing their resources.

The Benefits of ResTech

website usability using research technology

Agile Data 

Keeping up with a constantly-evolving market requires businesses to gather real-time consumer insights. ResTech accomplishes this by integrating agile research and technology with product management to inform decision-making throughout the product life cycle.  

Borderless Research

Research technology expands your reach by giving you access to a global online audience. With a simple desktop and a stable internet connection, you can tap into a vast pool of respondents for your quantitative or qualitative studies without worrying about in-person logistics.


ResTech simplifies and automates data handling, making research less technical, complicated, and expensive. By eliminating redundant workloads, businesses can complete tasks in a fraction of the time it would take without technology. Improved speed-to-insight enables brands to stay relevant and plan strategies based on current customer needs.

Ethical Collection

ResTech addresses concerns about data exploitation through transparency and compliance with data privacy regulations such as the GDPR or HIPAA. Only consumers who have agreed or consented to participate in studies are engaged, ensuring ethical data collection without relying on cookies or data privacy breaches.


By incorporating ResTech in pre-production research, businesses can gather valuable customer insights early in the development stages. This helps them refine their product offerings and avoid expensive research conducted after the products are launched – saving costs in the long run.

How ResTech has Contributed to Qualitative Research

Researcher analyzing market research data

The emergence of this ResTech in today’s market research industry indicates how vital technology is in data collection, analysis, and providing actionable insights. According to this article by Gartner, CMOs reportedly allocate a quarter of the entire marketing expense budget to marketing technologies.

The rapid advancement of technology continues to push the boundaries of research tools, making them smarter and more cohesive than ever before. This exciting progression has given rise to ResTech platforms capable of transforming raw data points into a compelling narrative, paving the way for insight-driven decisions that drive businesses forward.

For qualitative researchers, it’s important to strategize how you could utilize these specialized tools. Instead of using platforms meant for other purposes, adopting a holistic approach to your project can make your research more effective. Understanding how different solutions could be integrated allows you to extract more profound insights from your data. 

ResTech vs. Traditional Market Research

respondent in a digital ethnography study

ResTech is revolutionizing the field of market research, challenging the reliability of traditional methods that have long been the backbone of data collection. While conventional approaches have their merits, there is a compelling case for embracing technology-driven solutions to keep pace with the rapidly evolving market landscape. Let's explore the pros and cons of both approaches to help you determine the ideal method for your research, be it ResTech or traditional.

Pros of Restech

1. Increased Efficiency: Restech offers automation capabilities that streamline the research process, enabling faster and more accurate data collection. 

2. Real-Time Insights: Leveraging Restech empowers businesses with up-to-date and comprehensive insights into their target market.

3. Improved Accuracy: Automated market research tools minimize the margin of error during data collection and analysis, resulting in more reliable and trustworthy insights.

4. Cost Savings: Restech solutions, such as online surveys, webcam interviews, online communities, and mobile ethnography, reduce costs and save time on logistical matters. 

5. Wider Reach: Restech enables you to gather a qualified sample pool from diverse sources, including social media and online recruitment platforms.

Cons of Restech

1. Technical Issues: Technical glitches like faulty equipment or unstable internet connections can lead to slower response times, hindering the accuracy and timeliness of your data.

2. Security Risks: Online market research is susceptible to cyber-attacks and data breaches. Respondent fraud caused by bots can skew results and lead to inaccurate data collection.

3. Lack of Personal Interaction:  The absence of face-to-face interaction may pose challenges in studies that require close observation or in-person product testing.

Pros of Traditional Market Research

1. Personal Interaction: Traditional methods enable you to engage with consumers directly. Moderators can observe participant actions and ask probing questions on the spot.

2. Broader Demographic: Traditional market research can accommodate demographics that may lack internet access or are less tech-savvy, ensuring a broader representation of your audience.

3. Non-Verbal Cues: Face-to-face interactions allow you to observe non-verbal cues, such as body language, that convey important information beyond spoken dialogue. 

Cons of Traditional Market Research

1. Limited Reach: Traditional methods, often conducted in-person or via phone, face limitations in accessing potential customers or reaching specific quotas within a confined geographical area.

2. Lengthy: Traditional market research includes a time-consuming data collection and analysis process, leading to potential delays and outdated data.

3. Inaccurate Data: Manual data entry and analysis in traditional research may increase the risk of collecting inaccurate data due to human error, making your findings less reliable.

Integrating ResTech into Market Research 

respondent answering online survey

As you embrace the potential of research technology to enhance your projects, it is essential to approach its integration with careful planning and consideration. To ensure successful implementation, evaluating these solutions and aligning them with your research objectives is essential. Here are six tips on properly integrating research technology into your market research endeavors.

Determine if the Technology is Fit for Purpose

Identify your research objectives and the necessary capabilities for success. Research, test, and evaluate different methods or technologies until you find the right approach or combination that aligns with your needs.

Communicate with Your Provider

ResTech companies typically focus on the length of client relationships (e.g., yearly subscriptions), while researchers think of market research technology on a project-by-project basis. 

For vendors and client researchers to meet halfway, it’s important to establish common ground with your ResTech provider by understanding their business model and clearly communicating your expectations. Assess their expertise, discuss project timelines and backup plans, and inquire about services and associated costs.

Get Dedicated Support

The right technicians and customer success teams can help bring your consumer insights to life. Ensure your provider offers reliable and knowledgeable customer support to address any technical issues or challenges that may arise during your research project. Their prompt assistance and guidance are crucial for a smooth and efficient research process.

Set a Budget

Approach restech as an enabler rather than a direct cost. Consider the long-term benefits and efficiencies it offers. Avoid overcharging by reevaluating your costing model and gradually leveraging technology to save resources.

Identify Liability for Technology

Clarify responsibilities and liabilities among the service provider, client, and researcher regarding data handling and compliance. Collaborate to ensure ethical and responsible use of market research technology.

Take Small Steps 

Integrate new technology cautiously by conducting limited experiments to validate its compatibility with existing systems and infrastructure. Seek developer support and ensure the technology aligns with your project requirements before broad implementation.

The Future of ResTech: What’s Next? 

researcher using artificial intelligence software

In a fast-paced market research industry, the only thing constant is change. As research technology continues to advance, market researchers interested in streamlining their processes should keep updated on how these online solutions develop. Here are the top five ResTech market research trends shaping the future of market research.

AI (Artificial Intelligence): AI is rapidly advancing in the research technology field. According to Grand View Research, the global AI market is expected to reach $1,811.8 billion by 2030, with a compound annual growth rate of 38.1%. 

Some possible applications of AI in market research include:

  • Data Analysis - Processing large data sets quickly and accurately
  • Survey Optimization - Analyzing responses, recognizing patterns, and making survey improvements
  • Chatbots and Virtual Assistants - Conducting surveys, gathering data, and providing 24/7 customer support
  • Predictive Modeling - Developing predictive models and forecasting future market trends
  • Sentiment Analysis - Evaluating online content, such as social media posts and product reviews

Data Visualization and Analytics: The market for data visualization tools is growing, with the market size for global data visualization tools is projected to reach $19.5 billion by 2031. Emerging data visualization and analytics tools allow marketers to integrate data from multiple sources and extract key trends and patterns. 

  • Social Media Listening - Online interaction is translated into quantitative data to measure engagement, trends, and consumer behavior
  • Visual Analytics - Project data is analyzed using visual representations such as charts, maps, and graphs
  • Sentiment Analysis - Categorizing qualitative data into sentiment classes (e.g., positive, negative, neutral)
  • SEO and Keyword Search - Gathering insights regarding consumer’s online search habits

Digital Screening and Recruitment: Online recruitment platforms have become essential for sampling remote respondents. These platforms simplify the screening, recruitment, scheduling, and incentivizing of qualified participants for research projects, offering global, regional, and expert network options.

  • Global Platforms - Provides the broadest respondent pool, divided into four regions (North America, Europe, the Middle East and Africa, Asia Pacific, and Latin America)
  • Regional Platforms -  Takes samples from a more concentrated area (e.g., zip codes, counties) to gather more esoteric data
  • Expert Network - Provides respondents that are specialized in specific fields

Mobile-First: With the increasing usage of mobile devices, adopting a mobile-first approach helps businesses stay ahead of the curve and meet the consumer where they are. In market research, mobile apps are used for surveys and digital ethnography projects, capturing real-time and authentic respondent feedback.

Holistic Platforms: Holistic research technology providers can integrate recruitment, data collection, analysis, and reporting into one comprehensive platform. Aside from offering a full research experience, they facilitate data democratization within organizations – empowering informed decision-making across teams.


moderator using research technology for focus group session

The market research industry has undergone a significant transformation in recent years, moving away from traditional methods towards adopting ResTech or Research Technology. Rapid technological advancement has empowered businesses to gather agile and actionable insights to keep in tune with their consumer’s needs.

By leveraging technology, ResTech accelerates data collection, cleaning, and analysis, enabling businesses to achieve in minutes what would have taken weeks through manual research. It democratizes large-scale studies, making them accessible to companies of all sizes, and allows for informed decision-making in real-time while optimizing resources.

As you embrace the potential of ResTech, it is important to approach its integration with careful planning and consideration. Evaluating solutions and aligning them with your objectives ensures successful implementation and helps you get the greatest value from these solutions.

In an industry where change is constant, keeping updated with the latest developments in research technology is essential. Embracing these online solutions and leveraging their power can streamline your processes, unlock deeper insights, and give you a competitive edge in an ever-evolving landscape.

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