The business world has been seeing tectonic shifts, which has been driven by a series of forces like technological innovations, mobile devices, internet and the social media, and has a huge impact virtually on every business function in organizations. These forces has also affected Market research and some paradigm shifts have been seen here as well, which has resulted to increasing demands for faster, better and more impactful visions.
Discussed below are some of the trends that field of market research is seeing. –
- Mobile Market Research
No longer considered as an emerging trend, as this trend arrived to stay. In 2014, the number of mobile users reached an inclining point, the number of mobile uses were more than the desktop users. By mid-2015, since google started giving more preference to marketers who made use of mobile friendly websites, it indicated an important change in mind-set and marketers, and they started paying attention to the mobile market. This change in thinking, led to mobile market research industry’s boom.
- Integration of Research socially
Research is becoming more social and this is no secret. community based natural discussion is a form of social integration, however research communities is not a new concept, but the way it is being used by brands is changing. These days brands are allowing opinions to flow in through naturally emerging leaders and voices, community blogging by brands, provide opportunities to the consumers to provide personal, long-form feedback and engage socially around these main points. In 2015, brands are looking at increasing the use of blogs and combine them with social listening tools, so that they can act on feedback quicker.
- Agile Market Research
This might sound scary but it is surprisingly very simple. In this process, small teams incorporate feedback into the marketing strategy as quickly as possible. The agile model has influenced the role of market research, and will continue to the same in future. Researchers that do not pay attention to this trend can be left far behind as they might be unable to respond as quickly as required to inconsistent consumer demands.
- Better Standards
Better market research is a result of improved standards & guidelines. Companies are being able to understand consumer needs in a holistic manner as the standard of market research has been improving continuously over a long time. This change is a result of decreasing prices, increase in research quality and access to participants.
- Merging Market Research
Research has become very easy to conduct and is very readily available, the choice for companies also has become vast. This disintegration is leading many to strive for a whole, consolidated research solution.
These five trends spotlight a superior shift in the market research industry – the importance of online market research. Consumers spend an increasing amount of time online, this has two essential benefits. Apart from it being easy to reach a wide-ranging community of participants in an online environment, but also the companies are able to research about brand interaction in both online and real-time situations.