Five Market Research Trends for 2017

At this time of year our thoughts turn to what will excite and challenge us in 2017. Here are my five top picks. Automation This has been one of the key trends for the last couple of years, although much of the action has been out of sight; taking place in the operational backrooms of clients and agencies. Earlier this year, Lenny Murphy and I published a report on Automation, and I see little reason to change our view on the scale and direction of change. Automation is going to underpin most success stories over the next few years. At its best it will reduce costs, increase speed, and provide an opportunity to provide more evidence-based decision making. In some cases automation will result in a less good product, but in may cases the standardisation will enhance quality, as will the ability to provide relevant answers at the speed and cost needed and the ability to scale things up. Insight Finding Data is getting cheaper and more abundant, but techniques for finding the story in the data have barely moved forward in the last thirty years. That is beginning to change, as evidenced by the popularity of our series on … Continue reading Five Market Research Trends for 2017