If you’ve ever done research, whether it was a survey or focus group, there are always those strange respondents that make you question “Who are these people?” Maybe their response shows limited knowledge of the product or category. Or even worse, you catch them red-handed faking their experience. So, how do you avoid these insight-killers and get the exact customers you need for your research?
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.
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.
With traditional market research, the expectation has been for the brand team to ask for research and then wait for study results before making a decision and moving forward. Today, the expectation is different.
How will COVID-19 impact holiday planning this year? A recent Digsite research study got a pulse on the changing expectations of consumers regarding Halloween, Thanksgiving and Christmas.