Published Oct 16, 2020
Susan Vidler, Managing Director, Harris Interactive UK
To coincide with the launch of Toluna Start — the industry’s first and only end-to-end real-time consumer insights platform — we assembled leading consumer insights professionals from major brands like Facebook, CVS, Visa, and more, to share their critical business needs in the areas of New Product Development, Collaboration, and Brand and Communications Research. We’re delivering our findings with you both in video and this blog posts series.
Common business problems haven’t changed, but the way research must be conducted to better support those businesses in their environments and markets definitely has. That means delivering brand and communications research differently as a response to evolving times and rapidly changing consumer behaviour.
This is something we baked into the Toluna Start platform to empower customers to adapt ahead of consumer needs. Here’s what they’re saying:
New methods are non-negotiable.
Outdated methods often mean an outdated idea of what your target audience wants and needs. Many companies have challenged existing brand tracking and communications programs as they look for a greater ROI, more flexibility, and pushing beyond traditional brand measures to provide more relevant insights for the new changing environment.
But reconsidering methods isn’t the only pressure on organisations. They’re expected to do more with less, and find efficiencies at every stage to drive quality insights at pace. Expectations have also risen on all elements of speed, quality, and what technology can support and enable, so outdated ways of working are no longer working.
Accelerated changes means added pressure.
There’s always a push to keep up with your target audience. But the speed at which their behaviours, opinions, and demands have changed amidst the global pandemic is brand new. And since they keep changing, it’s on organisations to keep up, asking questions like:
Across segments and target audiences, we’re seeing research conducted for a continued understanding of behaviours, attitudes, and preferences. And in many cases, customers find they need to pivot according to consumer expectations. Examples of how clients are adjusting their communications and brand health studies to address changing consumer needs include:
Meet today’s drivers of agile brand and communications research.
We help businesses manage and monitor the health of their brands; understand how they’re performing against competitors; and determine whether their communications are resonating with the target audiences. How? Through agile brand and communications solutions that address these common cross-organisational challenges:
Brands must continue to leverage up-to-date insights to ensure they’re equipped to meet the changing needs of consumers, today and tomorrow.
Learn more about Toluna Start by scheduling a demo here.