2021 Market Research Trends

It’s probably fair to say that most of us are happy to see 2020 in the rear-view mirror. Not that Q1 of 2021 will be too different, but the light at the end of this long COVID-19 tunnel is at least visible. 


No industry or nation was spared the devastation brought on by the pandemic. The market research industry was no exception and underwent a lot of changes in 2020. Rather than enjoy in-person focus groups and in-depth interviews, all modes of qualitative research switched to virtual platforms. While researchers can still gather lots of rich data from online focus groups, the word on the street is that qualitative research consultant can’t wait to be able to conduct in-person focus groups and interviews again. A lot of nuance gets lost or obfuscated when conducting qualitative research remotely.

We anticipate that some of the changes to market research will remain with us into 2021 and beyond. Below are three trends that expect to see in 2021 as it relates to market research.

Trend #1: Virtual Qualitative Research is Here to Stay

Virtual market research platforms have been around for many years but they really got a boost in 2020. While researchers will tell you that if they have the option to conduct focus groups or in-depth interviews in-person, they’d prefer it, but they’ve adapted well and most market research firms will continue to design studies that incorporate virtual offerings. The upside to virtual studies is it allows recruiting firms to reach a much broader audience. Removing the barriers to having to meet in-person has made for better recruiting outcomes.

Trend #2: There Will be Increased Interest in Journey Mapping

With most consumer behaviour now happening online, companies are scrambling to ensure that their digital offerings can meet the demands of their customers. Only market research can inform companies of how their customers feel about their digital experiences. Researchers can design legitimate surveys for cash that reveal gaps and opportunities for companies. Journey mapping will provide much more useful data than click stats, KPI data, or even heat mapping. A well-designed journey mapping study will reveal much more detailed and informative data that will help companies improve their digital offerings.

Trend #3: Market Research Recruiting Will Expand

Companies that are nimble enough to pivot during times of disruption are the ones that have staying power. What separates long-term successful companies from those that flounder is having a good handle on what drives consumer behaviour. This doesn’t happen by looking into a crystal ball, but rather by conducting market research. Market research doesn’t happen without vetted participants. Because so many market research studies are now taking place online, market research recruitment agencies are able to pull in qualified participants from a much broader geographic area. We’ve recently recruited study participants from around the world to participate in U.S.-led research because we weren’t limited by geography.

Request a Proposal Today and Get a Jumpstart on Your Next Market Research Study!

Original Source: https://bit.ly/2MB4L50

Popular posts from this blog

How to Better Moderate Focus Groups or In-Depth Interviews

Image
For any focus group or in-depth interview to be successful when conducting qualitative research, the moderator must first build rapport with the participants. Connecting with study participants is what sets the tone of the focus group or interview. If participants feel safe and comfortable they will be more forthcoming. It is up to the moderator to build rapport, not the participants. Let’s look at some ways that moderators can put participants at ease. Be Prepared Disorganized, or unprepared, moderators will have a hard time making participants feel comfortable. A focus group or in-depth interview will be a disaster if the moderator isn’t working from a well thought out and planned discussion guide. This is the foundation from which a moderator must work to ensure that the essential questions are asked and that the conversation has ‘flow’. The moderator should be familiar with the discussion guide and do some practice run-throughs to make sure the questions pr...
Read more

Some Differences between Focus Groups and In-Depth Interviews for Qualitative Market Research Studies

Image
When it comes time to test a product, idea, or concept, companies will often hire a market research firm to conduct a qualitative market research study. qualitative research scholarly articles are effective in helping companies better understand what motivates consumers and how they might be affected by affinity groups.   There are a number of qualitative methodologies that researchers can use, but focus groups and in-depth interviews remain popular options. With proper training a moderator can tease out the “how” and “why” behind decision-making processes. As with any qualitative study, recruiting qualified participants based on demographic or psychographic criteria is always important! If the budget allows, researchers may include both focus groups and in-depth interviews in the study. There are many similarities in what you can accomplish with focus groups and in-depth interviews, but there are differences. Let’s take a look at how the two qualitative methodologies...
Read more

Common Mistakes with DIY Market Research Recruiting

Image
Market research studies wouldn’t exist without participants who are willing to share their insights, opinions, and values. qualitative research consultant require people, but not just any warm body will suffice! A successful study outcome is impossible without the participation of qualified participants who have been screened for their eligibility. As more organizations attempt DIY market research studies, the one area where it pays to outsource is with recruitment.     We have received many frantic calls over the years when it becomes apparent that attempting a DIY approach to recruiting eats up the budget and precious time. What’s worse is that even if you’ve managed to cobble together enough people to participate in your market research study, it’s likely that you didn’t end up with a group who could offer accurate, reliable, and actionable insights. The quality of your market study outcome can be jeopardized simply because you didn’t recruit the right people ...
Read more