Consumer insights pros understand that the world of innovation is becoming more agile. Agile research enables teams to build better products, experiences and brand communications in a quick and affordable way. Leading research solutions deliver major advantages over traditional marketing research approaches by leveraging online technology, qualitative engagement and AI-driven analysis to make research faster and more collaborative.

Accuracy is one of the top criteria that senior marketing professionals look for in market research. But what exactly is “accurate” market research, and how do you ensure it’s part of your efforts? Let's dig more deeply into what accurate research truly means, some key mistakes companies make, and how you can avoid them. 

Back in 2015, the use of online qualitative market research was pretty low. Digsite was first designed as an alternative to virtual focus groups that tapped into the type of social media engagement most people were (and still are) accustomed to. Six years later, a lot has changed, but our ability to help companies innovate by engaging and iterating with targeted consumer groups is still the driving force behind our work. Research technology continues to evolve, and we practice what we preach by constantly introducing better, faster and stronger features and capabilities.  

Consumers are far from being "back to normal" and they’re testing the waters going back to their pre-COVID activities. This next post-vaccination year, we will likely see just as much change as we did during the pandemic itself. A recent Digsite research study uncovered which activities, products and services consumers want to keep and their direct thoughts about how their life changed. Before we get into those results, we wanted to talk about how we as Insights Professionals are evolving to address continued, rapid marketplace change.

Qualitative research is essential to solving today's business challenges that are socially intricate, involving changing behaviors and subtle interdependencies. More flexible qualitative methods can help guide faster and more accurate business decisions, and have proven to be essential for client-side teams.

The University of Wisconsin-Madison recently collaborated with Digsite to jump-start their MBA students’ hands-on learning with new product development. Students built and tested new product ideas by leveraging Digsite's integrated research platform for qualitative exploration and concept validation.