The seismic shifts caused by the consolidations, investments and mergers may follow the marketing research industry into 2020. The changes represent and result from the on-demand economy meeting the requirements for insights delivered at the speed of business. While companies demand speed, they also continue to depend on the highest quality insights. These new research prerequisites must merge without impact on quality and while study results become available to more researchers for analysis and use.
Other industry trends to follow include:
The consolidation both data types could power companies to make even better and more nuanced business decisions. This means that first- and third-party data needs to be merged, or at least become seamless.
After the past two years, no one in marketing research will pretend to have a crystal ball to predict the future with 100 percent accuracy. As an industry stalwart, I can say that we have learned a few things with 20+ years’ experience. Toluna revolutionized the industry with our technology. Our digital solutions brought speed to an industry that formerly conducted studies in months, not days. Toluna Quick Surveys, our signature product, maintained research quality and achieved scale previous unimaginable: hundreds of thousands of panel members comparing tens of thousands of products and sharing results in real time. We feel confident in our ability to understand and lead as the next decade unfolds.