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Technological Changes in Market Research

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What market research trends should you expect to see in 2017? This blog post shares different perspectives from a wide variety of market research professionals, suppliers, and executives in the field.

Check out the quotes below to find out more about what the future may hold for market researchers and the industry as a whole.

Acceleration of Technological Changes

“The one thing we can all expect to happen in the market research field in 2017 is an acceleration of the technological trends that are ceaselessly impacting market research work. Simultaneously, the industry will struggle ever more with how to implement and handle all of its latest research possibilities.”

Increasing Need for Research Amidst Global Uncertainty

“2017 will be a boom year for market research, given the level of macro, political, monetary, and economic uncertainty across the globe. Companies are going to see tremendous and often unforeseen shifts in their business. Leaders will engage strong primary and secondary research firms to objectively understand the drivers of their evolving customer, competitive, supply chain, and macro dynamics.”

Growth of Automation and Artificial Intelligence

“The big trend in 2017 is going to be automation. Things are going to get faster, cheaper, and more standardized — with a side order of AI chasing it.”

Need for Concise Findings and a Clear Point of View

“With both clients and colleagues, I see a renewed emphasis on our need as researchers to consolidate/interpret data and communicate to senior leaders only the core set of issues that really need to be addressed. With more data available to us nearly every day, the emphasis on conciseness and clarity is rapidly growing. Today, we find ourselves in the ‘water, water everywhere, but not a drop to drink’ scenario, but there seems to be a major shift in client/leader expectations for us as researchers to expertly simplify and consolidate the data for them. This is easier said than done. Whether we’re talking about ‘big data’ or a year’s worth of research studies, finding ways to synthesize and position for senior management consumption has proven difficult for researchers. 

Part of the challenge is that we as researchers are trained in research — not communication. We tend to expand upon findings and flash numbers/trends — when senior management wants concise direction and a clear point of view. Fortunately, I am seeing improvement and some momentum on the part of researchers. Throughout the industry, there is a bias toward more storytelling, less “researchy” presentations, and tools like dashboards that are providing initial dents into this issue. I fully expect to see more emphasis here from clients and the research industry as a whole.”

 

 

 

 

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Guest Sunday, 18 February 2018

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