GreenBook has identified the four Next Gen Research techniques which have been most disruptive. Some like social media monitoring are relatively new and somewhat unproven. Others like neuromarketing, MROCs, Mobile and also Text Analytics have been around for quite some time.
I decided I’d go straight to the source and ask Andrew Reid, President of Vision Critical, about their new mobile platform and what it signals about their view of the direction of the insights industry.
While online research communities are an ideal method to achieve this, technology alone is not enough – it is about engaging and activating people!
If you have not had the pleasure of getting to know the folks at Communispace then you are missing out. Everyone I have met there is just so exceptional, but none more so than the co-founders; Diane Hessan and Julie Wittes Schlack.
From a business standpoint, one of the only viable paths existing MR firms have is to begin incorporating things like social media analytics, mobile methods, biometrics and communities by crafting hybrid approaches that marry the best of traditional techniques with the new.
We talk a lot about declining response rates and the crisis of sample quality in market research; it’s one of those perennial issues that comes up year after year without much real action being taken to fundamentally address the issue.
It’s finally time to tap the masses of notoriously hard to reach Millennial wallets, and smartphones will provide the bridge to do so. Average time spent on these mobile devices is about to go up. Way up.
Emerging markets will have a natural leg-up on adoption of technologies that have been a bit slower to take hold in the U.S., such as mobile, MROCs, and netnography. Innovation on these techniques will come from these new markets.
