Insight Landscape

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6

February 2014

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Does “traditional” market research have a role in the future of insight creation?

Written by , Posted in Business Insights, Industry Reflections, Market Reseach

Greenbook has just released the latest version of its Research Industry Trends (GRIT 14) survey of market research buyers and sellers.  Among other findings, the report reveals trends in client organizations’ use of “new” research technologies such as online communities (down), mobile surveys (down), social media analytics (up), text analytics (flat), and big data analytics (up). The technologies that are trending up have one thing in common:  they do not require direct active interrogation of consumers.  Almost all of our “traditional” market research techniques, on the other hand, require some kind of dialogue with the consumer, whether or not it takes place in real time. (more…)