Various people interpret data in different ways. Unquestionably, there has been a technical breakthrough in data collection and analysis. Data collecting has advanced in psychological, economic, and scientific understanding, and social media plays an important role in gathering sentiments. These variables have influenced market research, and the collection of transactional data will change dramatically in 2022.
To strengthen your decision-making skills, keep an eye out for these study trends in 2022 and beyond, in no particular order.
Surveys that are smarter and shorter
This tendency is often discussed, but the fact is that most researchers and research methods do not allow for better surveying. However, by the turn of the century and beyond, it will be critical to collect the appropriate data, with high survey response rates and candid comments. Using a clever, quick, and fast survey to capture transactional data at the point of encounter aids in improved data gathering and insights. Avoiding the gathering of demographic data when such data is already accessible and instead asking wiser research questions at the point of interaction can assist to avoid survey fatigue and capture data that counts.
In-house DIY research
For a long time, research was thought to be a difficult and time-consuming activity that necessitated a high level of specialisation. In 2022, a significant movement toward DIY in-house research using better research tools will occur. Platforms that are easy to comprehend and use without the need for extensive programming and powerful research questions are the way to go.
The capacity to collect quantitative and qualitative data in one spot while also having a large respondent base is the way of the future for market research. Gone are the days when each component had to be installed on its own platform.
This will make market research management easy for all parties involved. The way ahead is DIY research, as well as do-it-together (DIT) research, in which the research tool provider provides specialised research services so you may focus on gathering insights.
Tracking across time
Longitudinal research and monitoring will be one of the most important market research topics in 2022 and beyond. For far too long, research has depended on segmented respondent sets that do not allow for the collection of a macro-level perspective of data and insights. Longitudinal research helps track behaviour changes and identify patterns in between external and internal elements on research and insights with the aid of community management systems.
Not only that, but longitudinal monitoring enables you to get faster and faster responses to research from the people who matter the most to you, as well as insights you can trust and co-create with.
Qualitative research online
Online qualitative research is one market research trend that has been a clear by-product of COVID-19. Due to the constraints of in-person focus groups and other qualitative research methodologies, the only way to keep track of this model is to move it online. However, now that online focus groups are being more widely used in research models for research managers throughout the world, there is a clear shift in perceptions of their worth and significance. There are several advantages to bringing your offline focus groups online, from utilising the proper platform to handle data gathering to gamification and digital prizes.
Data gathering of high quality
With the increased amount of surveys that a person is expected to reply to in 2022 and beyond, distinguishing out and gathering quality data will be a problem. Intercept studies and smarter, quicker surveys aid with data gathering by personalising data collection at the point of experience.
High-quality survey data speeds up time to market and improves insights management without breaking the bank. In 2022 and beyond, studies that help in high-frequency research and non-intrusive hyper-personalization will experience more success.
Are you going to a meeting and need some fast information? You can’t decide between two names for a new product line and you need an answer quickly. When you’re stuck, who wouldn’t want to get instant feedback from a bunch of people? In 2022, there will be a significant move toward high-frequency, high-cadence experiments with short turnaround times. The future of market research is small surveys or polls that can be set up and distributed in minutes, with responses and analysis coming in seconds. The potential for rapid turnaround studies is quite great when using a smart solution that allows you to tap into a pre-defined and mobile-ready respondent base.
Listening in on social media
Because of the enormous social media footprint, it is becoming increasingly necessary to listen to what is going on on social media and to draw feelings from discussions. Due to the highly emotive nature of social media, there is a greater opportunity to get to the source of ideas, complaints, purchasing behaviour, macro and micro trends, and so on. You may isolate the data you care about and keep an eye out for short-term indications surrounding consumer research using social listening. This is ethnographic research’s future. While social listening may not be appropriate for all researchers and companies, when done correctly, it may aid in the early identification of actionable vectors.
AI-based data collection
In 2021, market research revealed two prevalent themes: customization and ease. Using AI-assisted data collecting can help companies and researchers advance their study. The success indicators of market research are defined by the appropriate data reaching the relevant stakeholders in real-time. There is a better success in gathering the correct data by reducing human interactions and boosting milestones and points of experience-based smart research. This allows you to concentrate on generating insights from the data rather than the data collecting process.
AI-based research and sentiment analysis assist generate insights from text-based data without interfering and manually interpreting it for long-form and open-ended data. The year 2021 will be a watershed moment for market research, and we’re thrilled to be a part of making it simple and accessible to everyone. What market research trends are you anticipating and keeping an eye on for 2022 and beyond?