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https://www.google.co.uk/amp/s/blog.euromonitor.com/the-future-of-the-market-research-industry/amp/
The future of Market Research
We all know that the commercial world is becoming more and more competitive. CEOs demand their marketing and research teams deliver more and more within reducing budgets and timescales. This then filters down to us, the research agency, and we need to find clever solutions that provide accurate, timely and actionable insight that delivers demonstratable ROI.
Advancing technology, from automation to client-facing DIY tools to artificial intelligent analysis, currently dominate change in the market research industry enabling on-demand analysis, insights and solutions.
We as researchers need to welcome these new technologies, not to replace ‘old’ technologies and methodologies but to add to them, to develop them, to make the overall solution for the client cheaper, faster, better than it was before.
Alongside technological advances, traditional primary market research tools such as quantitative surveys and qualitative depths/focus groups, and secondary research such as industry data and competitor intelligence will all remain key in delivering client solutions.
The strength of the successful researcher will be to determine which combination of these offerings will provide the best solution for the client, in this decision will be the all-important human factor.
Taken all that in?