If the global pandemic has taught us anything, it’s that technology has a growing and critical role in almost every organization, and the market research industry is no exception.
Research must be technology led, platform led, and embed the intelligence of the researcher through automation. Research has traditionally been extremely complex and often slow, and the industry’s aim now must be to make research simpler and faster for clients, so that everyone who has a stake in the brand, product or innovation process can easily access insights.
Change is the only constant, making it more crucial than ever for businesses to regularly gauge consumer perceptions, sentiment and actions to drive true data-driven decisions and best position themselves for success in 2021. Businesses must understand how to leverage intelligence to predict what consumers will want and need in-the-moment and into the future. They must recognize how this will affect their business operations, and most importantly, help guide them in how to communicate with their most important stakeholders - their customers.