One of the questions I get asked most often is “What’s hot in market research?”. The updated was broadcasted on Wednesday 20 August.
Access the slides and recordings from our Play Again page.
But here is a sneak peek into what is hot, still hot, bubbling under the surface, and not so hot.
It is important when looking at the ‘new stuff’ not to ignore stuff that has been around for a while, but which is still growing in market share, importance, and usage:
- Mobiles in traditional research. Mobile is a big and growing part of CATI, online surveys, and F2F – this trend has a long way to go yet.
- Communities. Communities (including Insight Communities and MROCs) have been the fastest growing major new research approach for a few years now, and this is going to continue.
- DIY. We hear less about DIY these days, that is probably because it has become normal, this sector is growing, both in terms of part of being a key part of existing MR and partly because it is growing the scope of market research.
These are three of the items that I think are the hottest topics in MR, in terms of their growth and potential. All three of these are going to be game changers.
- Beacons. For example iBeacons, which use geofencing and allow location-based services (including research) to be offered in much easier and more practical ways than is offered by methods such as GPS.
- In the moment research. Research using mobiles and research using participants to capture information as people go about their normal day, including qual, quant, and passive, is making research more valid and sensitive.
- Micro surveys. The most high profile micro (or nano or very short) provider is Google Consumer Surveys, but there are a variety of other providers, such as RIWI. Also, Beacons, In the Moment, and Communities are all leveraging Micro Surveys.
These three are going to make a major impact soon, but not quite yet.
- Text analytics. The technology is not quite here yet, but when it clears the last few hurdles it will hit market research like a freight train – for example shifting the balance from closed questions to open questions, and finally driving more value out of social media discourses.
- Web messaging. Apps like WhatsApp, WeChat, and Line are growing faster than anything else globally. A few people are looking at how to leverage these for market research, and more will follow.
- Research bots. One of the key factors limiting the use of social media, communities, and the use of video is the requirement to use people to do the moderation and analysis. Bots (software applications short for robots) are going to change this and open a new, vast range of options.
Not So Hot
These three are all interesting niches, some people are making a good living from them, but they are not scaling in a way that makes a difference to most brands or researchers.
- Facial Coding. It answers some questions, but is limited in terms of its range of uses, delays, scalability, and cost.
- Webcam qual. The benefits are usually too small and the resistance from potential participants are too high to make this a generally useful approach.
- Social Media Research. Whilst social media research, especially monitoring, has become essential, it has not grown into what was expected.
- Big Data
- Behavioural Economics
- Smartphone ethnography
- Quantified Self
Want to know where these items fit in this picture? Access the slides and recordings from our Play Again page.