Three important 2022 Market Research trends to watch
Market Research Trends: Key Changes You Need to Know
The field of consumer insights and market research is undergoing significant transformation. Three major trends are reshaping the industry, profoundly impacting how work is conceptualised, executed, delivered, and interpreted. Advancements in insight technology, the rise of DIY methods, and the adoption of more agile processes have all contributed to a redefined landscape of market research. Understanding these market research trends is critical for buyers and suppliers of market research post-2022.
1. Innovations in Insight Technology and Tools
The shift towards online research, accelerated by the coronavirus pandemic, has highlighted the importance of technology-driven methods that allow researchers to gather qualitative data from larger sample sizes in real-time at a lower cost than traditional in-person methods. Examples include:
- Chatbot Services: Chatbots are gaining popularity for their ability to quickly access large user groups. Many existing software applications are incorporating artificial intelligence (AI) to deliver insights faster and more effectively.
- Mobile Ethnography: Mobile ethnography has become a viable alternative to in-person studies. With widespread smartphone adoption, better cameras, increased memory, and improved internet accessibility (4G and 5G), mobile ethnography now offers a seamless way to collect rich, qualitative data.
Explore cutting-edge market research trends and tools.
2. The Rise of DIY Methods
In-house researchers are increasingly relying on DIY techniques, enabling greater independence, flexibility, and cost efficiency. This trend is particularly relevant for consumer-facing companies, which can leverage social media and online communication channels to gather insights through:
- Online Communities: Engaging with dedicated market research communities.
- Social Media Analytics: Gathering real-time data from social platforms.
- Survey Templates and Ad-Hoc Polls: Simplifying data collection and analysis.
These DIY market research trends allow researchers to collect insights not only from current customers but also from past and potential future audiences.
Learn how to implement DIY market research trends effectively.
3. Adoption of More Agile Processes
The shift to online research has drastically reduced project timelines, particularly for qualitative studies. Factors such as the elimination of viewing facility bookings and increased respondent availability have made last-minute recruitment and faster turnarounds possible. Combined with innovative tools and DIY methods, researchers can:
- Adapt strategies on the fly.
- Respond quickly to emerging trends.
- Streamline processes for greater efficiency.
Discover how agile methodologies can enhance your research.
Implications for Research Customers and Suppliers
The increased reliance on technology in market research means that both clients and suppliers must develop advanced technical skills and stay updated on the latest tools and techniques. As organisations become more data-driven, decision-making will likely involve multiple departments rather than being confined to research teams. This shift underscores the importance of agile and DIY strategies led by individuals who may not have traditional research expertise.
To remain competitive, research firms must:
- Provide actionable advice to clients.
- Help clients maximise existing data.
- Recommend the best combination of DIY and professionally managed research methods.
- Deliver projects efficiently to meet growing demands for speed, flexibility, and agility.
Why Vocal Views Is Your Ideal Research Partner
At Vocal Views, we specialise in fast, efficient, and adaptable market research solutions. Our team provides professional guidance to ensure that clients achieve their objectives, no matter how the industry evolves. Whether you need support with advanced technologies, agile processes, or DIY methodologies, we’re here to help.
Contact Vocal Views to learn more about market research trends and the future of market research.
Note: Chatbot services and mobile ethnography are not universal solutions and should complement other research methodologies rather than replace them.
