Top 5 new methods of marketing research
At the end of 2013, GRIT conducted a survey of market research participants. During the survey, respondents were asked which new research methods they use in their practice and the possibility of applying which new methods they are considering.
As a result, the following results were obtained:
Top 5 research methods now look like this:
Social Network Analysis
Big Data Analysis
This list has hardly changed over the past several GRIT studies. Online communities, mobile surveys, social network analysis and text analysis have already reached the level of “universal” approval, and most market research market participants say that they are seriously considering using them or are already using them in practice.
As for the other methods, it is interesting to note that another new item on the list - micro-polls - showed good results in the “Consider application” column, which was undoubtedly caused by the emergence of Google Consumer Surveys and many others like it on the market.
Ethnographic and high-quality mobile research is also steadily developing after mobile surveys, indicating that more and more researchers are choosing a mobile channel for research, and this is an encouraging factor, given the increasing technological and socially-oriented trends due to large-scale population growth. around the world mobile networks. It remains to be understood what caused this change - by necessity or by foresight, but this, in fact, is not so important: the fact that many researchers support this transition in response to market forces is important.
Gamified studies remain the category that researchers consider to be used much more often than they are used in practice, which is likely, among other things, due to the lack of simplicity in scaling the corresponding survey design and data acquisition systems. If any software vendor can launch a platform that allows creating “research games” with the same ease with which even the most complex of surveys are developed, then it can be expected that the actual usage of such methods will start to grow.
The whole range of methods used in research with the measurement of the subconscious reactions of respondents: face scan, analysis of biometric data and neuromarketing - still remains at the bottom of the list with rare references to use or viewing. Particularly surprising are the indicators for face scanning, given the many different projects outside the scope of marketing research in which this technology is used by companies such as Apple, Google, Intel and Dell (and others) announcing the beginning of the era of the introduction of face scanning technology into the learning process. opinions and wishes of consumers. It is also the most scalable solution presented, therefore, perhaps, market research market participants are simply waiting for a more favorable moment when the technology itself will be further developed. Although in this case, excessive caution can be dangerous - as representatives of the industry, we would not want to be in a position of a catch-up player and eventually come to the need to compete with much larger organizations that managed to go far ahead.