Market research has changed tremendously over the past few years. Advances in technology are making it faster and easier for research teams to conduct both qualitative and quantitative research in-house. What used to take weeks and a specialized team of experts can now be done with a few clicks of a mouse.
In 2020, the global pandemic upended the way people interacted with each other, whether in business, shopping or day-to-day experiences. Products or services that seemed to be following a clear trajectory found it was no longer the case due to unpredictable consumer behavior. Everything research touched in 2020 changed due to COVID-19.
Our company’s heritage is quick qualitative studies we call Sprints, which let you set up a research community, recruit participants overnight and engage participants over hours or days with instant reporting.
When consumer insights leaders come together to talk shop, it’s a good day. I recently moderated a panel of four insights pros who discussed how they deliver innovation at their companies.
Expectations for the Consumer Insights industry are changing. No longer is it acceptable to ask the marketing or R&D team to stop what they’re doing while we take time to conduct research. Nor does it work for us to simply go away and do research and expect results to be listened to. Instead, we need to do our insights work in an agile environment that allows for team engagement and constant progress, where we build and test solutions simultaneously. To do this, it’s important to choose and leverage the right market research technology.
Throughout my career in market research, we have used PowerPoint decks to present findings and communicate information to marketing teams, R&D, and organizations overall.