With consumers disseminating vast amounts of data at incredible speed and volume, today’s researchers have a unique opportunity to help clients make decisions based on facts and research that go beyond customer opinion.
The shift away from traditional marketing towards customer advocacy means customer insights need to be more collaborative, focusing on a combination of big data and emotion-oriented research.
Big data, meet little data. The two of you are going to need each other more in 2016 than ever before.
What does it take for the potential tech giants of tomorrow to make the journey from startup to listed company? This was the issue Pureprofile CEO Paul Chan was invited to address last night during a Q&A session organised by Swaab Attorneys and Stone & Chalk, a Sydney-based hub that accelerates the development of fintech startups.
Topics: Thought Leadership
“In our brave new mobile culture, the idea that a 30+ minute PC-based survey is going to be viable even three years from now is an increasingly absurd belief.” Greg Heist, GreenBook
Research providers must be willing to meet respondents in the most convenient place if they want them to engage in their spare time -– increasingly, on their smartphones with shorter surveys optimised across all devices. Such trends are simply ubiquitous in today’s digital landscape, and market research is no different.
But brand expectations of research are becoming more advanced than that, making the issue of ensuring sample quality and obtaining meaningful insights something that can no longer be ignored. Research approaches must evolve to attract the real people who care about the products and services we are trying to shape and market.
So if the traditional survey is on the decline, where does this leave us? What is the experience we need to be cultivating to gather true and meaningful insights?