Over the past decade, the research industry has undergone significant transformation. Traditionally, research was divided into two primary methodologies: qualitative and quantitative. Through focus groups and interviews, qualitative research focuses on understanding the underlying reasons, opinions, and motivations. On the other hand, quantitative research emphasises statistical analysis and numerical data, often through surveys and structured questionnaires.

However, the research landscape has dramatically evolved with new technologies and methodologies. The rise of big data, social listening, mobile research, survey gamification, and facial coding are just a few examples of how the industry has diversified.

According to ESOMAR’s Global Market Research Report, the global market research industry was valued at approximately $76 billion in 2022, reflecting a growing demand for diverse research methodologies.

Embracing this diversity is crucial for the industry’s continued growth and relevance. Each methodology offers unique strengths and insights. Big data allows for the analysis of vast datasets to identify trends and patterns. Social listening provides real-time insights into consumer sentiments and behaviours. Mobile research enables data collection from participants in their natural environments, increasing the accuracy and relevance of the findings. Gamification of surveys enhances participant engagement, leading to higher response rates and richer data. Facial coding offers a deeper understanding of emotional reactions, which can be particularly valuable in advertising and product development.

Recognising and leveraging the strengths of these varied methodologies can lead to more comprehensive and actionable insights. As the research industry evolves, it is essential to move away from a one-size-fits-all approach and embrace the rich tapestry of available methodologies. This benefits researchers and helps clients make more informed decisions based on a broader spectrum of data and insights.

The Emergence of New Methodologies Over the Past Decade

The last decade has seen a proliferation of new research methodologies driven by technological advancements and changing consumer behaviours. These innovations have expanded the toolkit available to researchers, allowing for more nuanced and comprehensive insights.

Big Data Big data refers to the massive volume of data generated every second from various sources such as social media, transaction records, sensors, and more. According to a report by IDC, the global datasphere will grow to 175 zettabytes by 2025. Big data analytics enables researchers to identify patterns, correlations, and trends that were previously impossible to detect due to the sheer volume and complexity of the data. This methodology is particularly valuable for predictive analytics, customer segmentation, and personalised marketing.

Social Listening Social listening involves monitoring and analyzing online conversations on social media platforms, forums, blogs, and other digital spaces. This method allows researchers to capture real-time consumer sentiments and trends. A study by Brandwatch found that 96% of businesses believe social media monitoring provides valuable insights into consumer behaviour. Social listening helps brands understand public perception, track the success of campaigns, and identify emerging issues or opportunities.

Mobile Research Mobile research leverages the ubiquity of smartphones to collect data from participants in real-time and natural settings. This approach has increased participation rates and data quality, as respondents can provide immediate feedback. A report by eMarketer highlighted that 83% of internet users worldwide accessed the web via mobile devices in 2021. Mobile research methodologies include mobile surveys, location-based studies, and mobile ethnography, offering a more dynamic and flexible way to gather insights.

Gamification of Surveys Gamification involves incorporating game design elements into surveys to enhance engagement and data quality. Researchers can improve response rates and reduce survey fatigue by making surveys more interactive and enjoyable. Research by GreenBook found that gamified surveys can lead to a 15% increase in response quality and a 20% increase in respondent engagement. This approach is handy for targeting younger demographics that are more accustomed to interactive digital experiences.

Facial Coding Facial coding analyzes facial expressions to gauge emotional responses to stimuli such as advertisements, products, or content. This technique uses advanced software to detect subtle changes in facial muscles, providing insights into subconscious reactions. According to a study by Affectiva, facial coding can enhance the predictive power of traditional surveys by 20-30%. This methodology is valuable for understanding the emotional impact of marketing materials and improving product design and user experience.

These emerging methodologies have expanded the research scope and blurred the lines between qualitative and quantitative approaches. By integrating these innovative techniques, researchers can obtain a more holistic understanding of consumer behaviour, leading to more effective strategies and better business outcomes.

Technological Advancements Enhancing Qualitative Approaches

The integration of technology into qualitative research has significantly enhanced the depth and breadth of insights that can be obtained. By leveraging advanced tools and methodologies, researchers can capture more authentic and detailed data, often in real time and with minimal intrusion. Here, we explore some key technological advancements that have revolutionised qualitative research.

Ethnographies Ethnographic research, which involves the in-depth study of people and cultures in their natural environments, has been greatly enhanced by technology. Traditionally, ethnographies required researchers to spend extended periods observing and interacting with participants, which was time-consuming and potentially intrusive. However, this process has become more efficient and less intrusive with digital tools.

Digital ethnography tools like mobile apps and online platforms allow participants to record their experiences, thoughts, and behaviours in real time. These tools often include features for uploading photos, videos, and audio recordings, providing researchers with rich, contextual data. According to a study published in the Journal of Business Research, digital ethnography can reduce data collection time by up to 50% while increasing the depth of insights gained.

Accompanied Shops Accompanied shopping, where researchers observe and interact with consumers during their shopping trips, has also benefited from technological advancements. Traditionally, this method required researchers to be physically present, which could influence participants’ behaviour and limit the scalability of studies.

Today, mobile technology allows for remote accompanied shops. Participants can use their smartphones to record their shopping experiences, provide live commentary, and capture photos or videos of their interactions with products and store environments. This approach minimises the observer effect and allows for larger and more geographically diverse sample sizes. Research from the Journal of Retailing and Consumer Services found that mobile-assisted accompanied shops can increase participant comfort and data accuracy, providing genuine insights into consumer behaviour.

Micro Cameras and Immersive Experiences One of the most transformative technological advancements in qualitative research is using micro-cameras and other immersive tools. Micro cameras, small and discreet recording devices, enable researchers to capture naturalistic behaviour and interactions without intruding on participants’ daily lives.

These cameras can be worn by participants or placed in various environments to record activities and interactions unobtrusively. For example, a study by the American Marketing Association demonstrated that using microcameras in home settings allowed researchers to gather more authentic and detailed data on consumer usage patterns and preferences.

Additionally, virtual reality (VR) and augmented reality (AR) technologies have opened new possibilities for immersive qualitative research. VR can create simulated environments where participants interact with products or scenarios, allowing researchers to study their responses in a controlled yet realistic setting. AR, on the other hand, overlays digital information in the real world, providing participants with enhanced experiences that can be monitored and analyzed in real time.

According to a report by PwC, the use of VR and AR in market research is expected to grow significantly, with the global VR market projected to reach $45.09 billion by 2027. These technologies offer unparalleled opportunities for creating immersive, engaging, and highly informative qualitative research experiences.

Introduction of Diverse Expertise in the Research Industry

The evolution of research methodologies and the integration of advanced technologies have necessitated the introduction of diverse skill sets into the research industry. These new areas of expertise are transforming the research landscape, enabling more sophisticated data analysis and deeper insights into human behaviour. By incorporating specialists such as data scientists, neuroscientists, and computer programmers, the research industry is better equipped to handle the complexities of modern data and deliver more impactful results.

Data scientists have become indispensable in the research industry because they can process and analyze vast amounts of data. Their expertise in statistical analysis, machine learning, and predictive modelling allows them to uncover previously hidden patterns and insights. According to the Harvard Business Review, data scientists are one of the “sexiest jobs of the 21st century” due to their critical role in interpreting complex data sets.

Data scientists use advanced algorithms and models to extract meaningful information from big data. This capability is essential for understanding consumer behaviour, forecasting trends, and making data-driven decisions. For instance, a study by McKinsey & Company found that companies leveraging big data and analytics can achieve productivity gains of up to 10% and increased profitability of up to 6%. In the context of market research, data scientists help organisations move beyond traditional analysis techniques, providing deeper and more actionable insights.

Neuroscientists bring a unique perspective to the research industry by applying principles from neuroscience to understand consumer behaviour. This interdisciplinary approach, called neuromarketing, involves studying how the brain responds to various stimuli, such as advertisements, products, and branding.

Techniques like EEG (electroencephalography) and fMRI (functional magnetic resonance imaging) allow neuroscientists to measure brain activity and determine emotional and cognitive responses. According to a report by Nielsen, neuromarketing techniques can increase the effectiveness of advertising by 20% to 30%. These insights help marketers create more engaging and impactful campaigns by understanding the subconscious drivers of consumer behaviour.

Additionally, neuroscientists contribute to product development by assessing how consumers perceive and interact with new products. This can lead to more user-friendly designs and improved customer satisfaction. Integrating neuroscience into market research provides a deeper understanding of the emotional and psychological factors influencing consumer decisions.

Computer Programmers’ role in the research industry has grown significantly as data collection and analysis increasingly rely on sophisticated software and algorithms. Programmers develop and maintain the tools and platforms that enable researchers to gather, process, and analyze data efficiently.

In particular, the rise of big data and machine learning has highlighted the need for skilled programmers who can create custom solutions for complex research problems. For example, programmers design algorithms to process large datasets in real time, enabling more responsive and adaptive research methodologies. A study by Gartner predicts that by 2025, 75% of enterprises will shift from piloting to operationalising AI, driving a five-fold increase in streaming data and analytics infrastructures.

Programmers also play a crucial role in developing mobile apps and online platforms for data collection, ensuring that these tools are user-friendly and capable of capturing high-quality data. Their work is essential for integrating new technologies, such as virtual and augmented reality, into research, creating immersive and interactive experiences for participants.

The Increasing Fragmentation within Traditional Qualitative and Quantitative Research

As the research industry evolves, the traditional boundaries between qualitative and quantitative research have become increasingly blurred. The rise of new methodologies and technological advancements has led to a fragmentation within these established categories, resulting in a more specialised and nuanced landscape. This fragmentation allows for more targeted and effective research strategies but necessitates clearer differentiation between methodologies.

Differentiating Between Methodologies

With the proliferation of new research techniques, it is crucial to understand each methodology’s unique strengths and applications. By differentiating between these approaches, researchers can select the most appropriate tools for their specific objectives, ensuring more accurate and actionable insights.

Big Data vs. Gamification of Surveys

Big DataGamification of Surveys
ApproachAnalysis of large datasets to identify trends and patterns.Incorporating game elements to increase engagement and data quality.
FocusLarge-scale trend analysis, predictive analytics, and customer segmentation.Enhancing response rates and improving the quality of individual responses.
Supporting Data90% of the world’s data was created in the last two years (IBM).Gamified surveys enhance response rates by up to 30% (Vision Critical).

Social Listening vs. Traditional Surveys

Social ListeningTraditional Surveys
ApproachMonitoring and analyzing real-time online conversations.Structured questionnaires targeting specific information from respondents.
FocusImmediate insights into public opinion and emerging trends.Controlled, detailed exploration of specific topics with quantifiable data.
Supporting Data86% of marketers use social listening tools for brand mentions and consumer feedback (Mention).47% of respondents believe surveys miss nuances captured in social media interactions (Pew Research Center).

The increasing fragmentation within qualitative and quantitative research has led to a more specialised and diverse array of methodologies. By differentiating between these approaches, researchers can better match their methods to their objectives, ensuring more effective and insightful outcomes. Understanding the unique strengths and applications of big data, gamification of surveys, social listening, and traditional surveys allows for a more strategic and tailored approach to market research.

Challenges of Referring to All Methodologies Simply as “Research”

Referring to all methodologies as simply “research” oversimplifies the diverse and complex landscape of modern research practices. This overgeneralisation leads to several challenges for both researchers and clients. When the unique characteristics and applications of different methodologies are not clearly distinguished, selecting the most appropriate approach for a given research objective becomes difficult. This lack of specificity can result in poor research designs and less effective outcomes.

For instance, “research” encompasses everything from big data analytics to in-depth ethnographic studies. These methodologies require vastly different skills, tools, and approaches. Lumping them together under a single label can obscure their distinct advantages and limitations. As a result, clients may struggle to understand the value of each method, leading to potential confusion and misalignment of expectations.

Consequences of Misunderstanding and Misapplying Research Methods

The consequences of misunderstanding and misapplying research methods can be significant. When clients and researchers fail to recognise different methodologies’ specific requirements and strengths, it can lead to inappropriate applications and flawed insights.

IssueDescriptionExample
Mismatched Methodologies and ObjectivesUsing the wrong methodology for a particular research objective can result in unreliable data and misguided conclusions.Employing traditional surveys to capture real-time consumer sentiment might not be as effective as using social listening tools. Relying on focus groups for large-scale trend analysis could lead to unrepresentative findings.
Inaccurate Data and InsightsMisapplying research methods can compromise the accuracy of the data collected.Using a quantitative approach to explore deep psychological motivations may fail to capture the nuanced insights that qualitative methods like in-depth interviews or ethnographies can provide.
Inefficient Resource AllocationOvergeneralisation can result in inefficient allocation of resources, both in terms of time and budget.Clients might invest in extensive data collection efforts that do not yield the desired insights because the chosen methodology was not well-suited to their research questions. Conducting a large-scale survey when qualitative interviews would have been more appropriate can be both costly and ineffective.
Client Frustration and DisappointmentWhen research methodologies are misunderstood or misapplied, clients can experience frustration and disappointment. This can damage the research industry’s reputation and erode trust between researchers and clients.Clients may feel that their needs were not adequately addressed or that the research did not provide actionable insights.
Hindrance to InnovationOvergeneralising research methods can stifle innovation by discouraging the adoption of new and emerging methodologies.If clients and researchers are not educated about the specific benefits of approaches like survey gamification, big data analytics, or neuromarketing, they may be less likely to explore these options. This can limit the industry’s ability to evolve and improve.

Comparison with the Diversity in Advertising and Marketing

The advertising and marketing industries provide valuable examples of embracing and celebrating diversity in methodologies. Unlike the market research industry, which often lumps various approaches under a single umbrella term, advertising and marketing have long recognised the importance of clear differentiation. These industries have successfully segmented their practices into distinct categories, each with its own best practices, tools, and metrics.

In advertising, for instance, there are numerous specialised forms, including:

  • Television Advertising: Traditional ads broadcast on TV channels, reaching a wide audience.
  • Digital Advertising: Online ads displayed on websites, social media, and other digital platforms, allowing for targeted and interactive campaigns.
  • Outdoor Advertising: Billboards, transit ads, and other physical displays that capture attention in public spaces.
  • Radio Advertising: Audio ads broadcast on radio stations, targeting specific demographics based on listening habits.
  • Print Advertising: Ads placed in newspapers, magazines, and other printed materials, often targeting niche audiences.

Each of these forms of advertising is clearly defined, with established best practices and specialised metrics for measuring effectiveness. Similarly, the marketing industry differentiates between various approaches, such as content marketing, search marketing, social media marketing, event marketing, and CRM & loyalty marketing. This segmentation allows marketers to choose the most appropriate strategies for their specific goals, ensuring more effective and targeted campaigns.

Lessons to Learn from the Clear Differentiation in These Fields

The research industry can learn several important lessons from the clear differentiation seen in advertising and marketing:

  1. Embrace Specialisation Just as advertising and marketing have distinct categories, the research industry should embrace specialisation by clearly defining and promoting different research methodologies. By doing so, researchers can highlight the unique strengths and applications of each approach, making it easier for clients to understand their options and choose the best methodology for their needs.
  2. Develop Specific Best Practices Each specialised form of advertising and marketing has its own set of best practices, developed through years of experience and refinement. The research industry should similarly develop and document best practices for each methodology, ensuring consistent quality and effectiveness. This would involve creating guidelines, case studies, and benchmarks for various research approaches, such as big data analytics, social listening, mobile research, and the gamification of surveys.
  3. Establish Clear Metrics for Success Advertising and marketing professionals use specific metrics to evaluate the success of their campaigns, such as reach, engagement, conversion rates, and return on investment (ROI). The research industry should adopt a similar approach by establishing clear metrics for evaluating the effectiveness of different methodologies. For example, metrics for big data analytics include data accuracy, predictive power, and processing speed, while metrics for gamified surveys focus on response rates, participant engagement, and data quality.
  4. Promote Awareness and Education The marketing industry invests heavily in promoting awareness and education about different marketing techniques through conferences, publications, and professional organisations. The research industry should similarly prioritise educating clients and stakeholders about the diverse research methodologies available. This could involve industry conferences, webinars, whitepapers, and training programs highlighting various research methods’ benefits and applications.
  5. Celebrate and Recognise Excellence Advertising and marketing industries celebrate excellence through various awards that recognise outstanding work in specific categories. The research industry should adopt a similar approach by creating awards that recognise excellence in different research methodologies. This would not only celebrate the achievements of researchers but also help to raise the profile of specialised approaches, encouraging innovation and excellence.

By drawing parallels with the creative and marketing industries, the market research industry can learn to differentiate better and promote its diverse methodologies. Embracing specialisation, developing best practices, establishing clear metrics, promoting education, and celebrating excellence are key steps toward a more vibrant and effective research landscape.

Current State of Research Awards: A Single Category for Diverse Methodologies

The current landscape of research awards is often overly simplistic, with many awards lumping diverse methodologies into a single category. This approach fails to acknowledge the unique contributions and distinct strengths of various research techniques. For example, traditional surveys, big data analytics, qualitative ethnographies, and neuromarketing are all fundamentally different in their methods and outcomes. Yet, they are frequently judged against each other under the broad label of “research.”

This one-size-fits-all approach can lead to several issues:

  • Lack of Recognition for Specialised Skills: Researchers who excel in highly specialised areas may not receive the recognition they deserve, as their unique contributions are overshadowed by more generalist approaches.
  • Misleading Comparisons: Comparing vastly different methodologies in the same category can lead to misleading conclusions about their effectiveness and value.
  • Stifled Innovation: Without specific categories that highlight and reward innovation in particular methods, researchers are less motivated to push the boundaries and develop new techniques.

Proposal for Diversified Awards to Recognise Various Research Approaches

To address these issues, it is crucial to establish diversified awards that recognise excellence in specific research methodologies. This approach can bring several benefits to the industry:

  • Highlighting Methodological Expertise Creating specific award categories for different research methodologies will allow for a more accurate assessment of expertise and innovation. Categories could include:
    • Big Data Analytics: Recognising excellence in processing and interpreting large datasets.
    • Social Listening: Highlighting innovative approaches in real-time monitoring of online conversations.
    • Mobile Research: Awarding breakthroughs in collecting data through mobile devices.
    • Gamification of Surveys: Celebrating creative and effective use of gamification in survey design.
    • Qualitative Ethnographies: Recognising deep, immersive studies of consumer behaviour.
    • Neuromarketing: Highlighting advanced techniques in understanding brain responses and emotional reactions.
  • Encouraging Innovation Diversified awards can motivate researchers to innovate within their specialised fields, pushing the boundaries of what is possible. By providing recognition for pioneering work, these awards can inspire continued advancement and improvement in research methodologies.
  • Increasing Transparency and Understanding Clearly defined award categories can help clients and stakeholders better understand the strengths and applications of different research methods. This increased transparency can lead to more informed decisions about which methodologies to use for specific research objectives.
  • Fostering Healthy Competition By creating distinct categories, researchers can compete against their peers who use similar methodologies, leading to a more equitable and meaningful comparison of achievements. This can foster a healthy competitive environment that drives overall quality and performance in the industry.
  • Building Industry Standards Establishing award categories with specific criteria can help set industry standards for excellence. These standards can serve as benchmarks for researchers to aspire to and for clients to reference when selecting research partners.
  • Elevating the Research Industry’s Profile Diversified awards can elevate the research industry’s profile by showcasing its rich diversity and the specialised skills it encompasses. This recognition can attract new talent to market research and enhance its reputation among clients and the broader business community.

Advocating for the Acknowledgment and Celebration of Different Research Methodologies

The research industry is at its best when it leverages a wide array of methodologies, each offering unique insights and value. By acknowledging and celebrating the diversity of research approaches, we can foster a more inclusive and innovative industry. This begins with a cultural shift toward recognising the strengths and applications of various methodologies rather than viewing them through a singular lens.

To advocate for this diversity, industry leaders, professional organisations, and educational institutions must actively promote the value of different research techniques. This can be achieved through:

  • Educational Initiatives: Incorporating comprehensive training on various methodologies in academic and professional development programs.
  • Industry Conferences and Workshops: Hosting events focusing on specific research approaches, showcasing case studies, and facilitating discussions on best practices.
  • Publications and Media: Publishing articles, whitepapers, and case studies highlighting different research methods’ unique contributions.
  • Awards and Recognition: Establishing and promoting awards that celebrate excellence in various research fields, as discussed in the previous section.

Benefits to Clients and the Research Industry of Recognising Specialised Fields

Enhanced Decision-Making When clients clearly understand the strengths and applications of different research methodologies, they can make more informed decisions. This leads to selecting the most appropriate approach for their specific objectives, resulting in more accurate and actionable insights. For example, a client seeking to understand real-time consumer sentiment might choose social listening, while a client looking to explore deep psychological motivations might opt for neuromarketing techniques.

Improved Research Quality Recognising and celebrating diverse methodologies encourages researchers to specialise and refine their skills within their chosen fields. This specialisation can lead to higher-quality research outputs as researchers become experts in their methodologies and develop more sophisticated and effective techniques. According to a study by the Boston Consulting Group, organisations that emphasise specialised research approaches see a 20% improvement in the quality of their insights.

Increased Innovation A culture that values diverse methodologies fosters innovation. Researchers are more likely to experiment with new techniques and technologies, leading to the development of novel approaches that can address emerging challenges and opportunities.

Broader Range of Insights Different research methodologies offer unique perspectives and types of data. By combining insights from various approaches, clients can better understand their target audience and market dynamics. For example, integrating big data analytics with qualitative ethnographies can provide broad trends and deep, contextual insights. This comprehensive view can enhance strategic planning and decision-making.

Stronger Client-Researcher Relationships When clients see the value and expertise that specialised researchers bring to the table, they build trust and strengthen relationships. Clients are more likely to view researchers as strategic partners who can provide tailored solutions to their unique challenges. This trust can lead to long-term collaborations and repeat business, benefiting both parties.

Elevating Industry Standards Celebrating diversity in research methodologies sets a benchmark for excellence within the industry. It encourages all researchers to strive for high standards in their work, whether conducting traditional surveys or pioneering new technologies. This collective drive for quality can elevate the overall reputation and impact of the research industry.

Attracting New Talent An industry that values and promotes a wide range of research methodologies is more likely to attract diverse talent. Young professionals with varied interests and skill sets will see opportunities to innovate and excel in their preferred fields. This influx of new talent can infuse the industry with fresh perspectives and drive future growth.

Encouraging Industry Leaders and Award Bodies to Adopt Diversified Categories

For the market research industry to fully embrace and celebrate its diverse methodologies, industry leaders and award bodies must take the lead. They must recognise the distinct value of different research approaches and create award categories that reflect this diversity. This involves:

  • Creating Specialised Award Categories: Establish categories that recognise excellence in various methodologies, such as big data analytics, social listening, mobile research, survey gamification, and qualitative ethnographies. Each category should have clear criteria and benchmarks for fair and meaningful recognition.
  • Promoting the Benefits of Specialisation: Industry leaders should advocate for the importance of specialised research techniques through conferences, publications, and media. By highlighting success stories and best practices, they can demonstrate the tangible benefits of recognising and celebrating diverse methodologies.
  • Investing in Education and Training: Award bodies and industry associations should support educational initiatives that promote understanding and expertise in various research methodologies. This includes funding scholarships, organising workshops, and creating certification programs that validate specialised skills.

The Role of Research Professionals in Championing Their Specific Methodologies

Research professionals themselves play a critical role in this transformation. By actively championing their specialised methodologies, they can help drive the industry toward greater recognition and appreciation of diversity. This can be achieved through:

  • Sharing Knowledge and Expertise: Researchers should actively share their knowledge and expertise through publications, presentations, and online platforms. By contributing to the collective understanding of different methodologies, they can elevate the standards and visibility of their specific fields.
  • Engaging in Professional Communities: Participating in professional organisations and communities focusing on specific methodologies can help researchers stay updated on the latest developments and best practices. It also provides a platform for networking and collaboration, fostering a supportive environment for innovation and growth.
  • Advocating for Recognition: Researchers should advocate for the inclusion of specialised categories in industry awards and recognition programs. By voicing their support and demonstrating the unique value of their methodologies, they can influence decision-makers and encourage the adoption of diversified award categories.

Collaborating for a More Inclusive Industry

Collaboration is key to achieving a more inclusive and diverse research industry. By working together, industry leaders, award bodies, and research professionals can create an environment that values and celebrates the unique contributions of different methodologies. This collaborative effort involves:

  • Building Alliances: Forming alliances between organisations, educational institutions, and professional bodies to promote the importance of methodological diversity. These alliances can drive initiatives that support research innovation and excellence.
  • Creating Platforms for Dialogue: Establishing forums and platforms where researchers can discuss challenges, share insights, and collaborate on projects. These platforms can facilitate cross-methodological learning and foster a culture of mutual respect and appreciation.
  • Encouraging Cross-Disciplinary Research: Promoting research projects that integrate multiple methodologies can demonstrate the complementary strengths of different approaches. These projects can showcase the enhanced insights and outcomes from methodological diversity, further validating the need for specialised recognition.

Final Thoughts

The research industry is at a critical juncture. The days of one-size-fits-all methodologies are over. We must move beyond the outdated notion that all research can be encapsulated under a single umbrella. Instead, we need to recognise and celebrate the vast array of tools and techniques at our disposal. By embracing diversity in research methodologies, we can unlock richer, more nuanced insights that drive better decision-making and innovation.

The current practice of lumping disparate methodologies into a single category is not just an oversight; it is a disservice to the industry. It fails to acknowledge the specialised skills and unique contributions that each approach brings to the table. This overgeneralisation leads to misapplications and misunderstandings that can undermine the effectiveness of research and frustrate clients. It is time for industry leaders and award bodies to take a stand and introduce diversified categories that honour the distinct strengths of various research methods.

Moreover, it is incumbent upon us, the research professionals, to advocate for this change. We need to champion our specific methodologies and educate clients and stakeholders about their unique benefits. This is not merely about gaining recognition; it is about elevating the standards of the entire industry. When each methodology is appreciated for its specific contributions, the quality of research as a whole improves.

The future of the market research industry lies in its ability to adapt and evolve. By fostering an environment that values and celebrates methodological diversity, we can create a more vibrant and innovative sector. This will benefit researchers and clients and ensure that the research industry remains relevant and impactful in an ever-changing world.

Let’s embrace the rich tapestry of methodologies at our disposal. Let’s push for recognition and celebrate the unique strengths of each approach. The path forward is clear: a diverse and dynamic market research industry poised to meet tomorrow’s challenges with creativity, precision, and unparalleled insight. The future is bright, and it is ours to shape.

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As in-house design and video functions become more common in the market research industry and we consume more visual content than ever before, visual communication and storytelling are becoming increasingly important skills for insight teams to adopt. Integrating design and video teams into insight teams is key to ensuring design and video functions are not siloed, instead facilitating active collaboration across these disciplines that results in impactful, actionable and shareable insights. But how do you do this? We share 4 tips based on our experience of bringing the two functions together here at Kadence.

1. Invest in practical design and video training

At Kadence we empower our teams by providing tools and training that go beyond PowerPoint. We run regular video production, storytelling and visual communication training sessions across our insight and data teams. This allows teams to not only gain practical experience across design and video production, but also have a full understanding of best practice and processes involved in producing deliverables across these disciplines.

2. Think about theoretical training as well

We believe that understanding the theory of design, is just as important as practical training. As part of our global training programme, Kadence University, we’ve just launched a design module that provides teams across the Kadence group with extensive training materials, training sessions and interactive self-learn tools that cover design theory, visual communication and design thinking. We regularly run these sessions with everyone, from graduate to director level, encouraging team members at all levels to develop their skills in these areas so that they can apply the theory and frameworks when they think about design.  

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3. Develop accessible tools and design resources

We’ve developed a host of design resources such as curated icon and stock image libraries, standardised process documents for film production and post-production, as well as flexible brand assets and design elements. Easily accessible resources, along with regular knowledge sharing, training sessions and visual tools, provide insight and data teams with the resource and knowledge to create compelling, visual deliverables for our clients. These tools aid in raising awareness of design and video processes, encourage visual thinking and promote seamless teamwork across disciplines.

4. Foster integration and collaboration

There are many benefits of fully integrated design and video teams, but involving creatives early on in a project ensures they have a full understanding of studies and can collaborate with our insight and data teams to capture, communicate, visualise and embed findings across organisations most effectively. Integrated creative teams, along with the global network of Design Champions across the Kadence group, advocate design, storytelling and video amongst our global teams. This means that it’s not only our design and video specialists that can think about the role of design in our work. All employees, regardless of role, have the skills to understand how design can be used to raise the impact of our research in our client’s organisations.

It’s because of this that we’re able to collaborate with clients so effectively to ensure that outputs are functional, engaging and optimised for internal channels and platforms, ensuring our deliverables are shareable across the most relevant digital and physical touchpoints, and that the research ultimately lives on within our client’s organisations. Just take our client’s words for it.

“Kadence has taken my work and insights to a whole new level, helping to translate words on paper into an inspiring story and vision!  This has not only given me more credibility as an Insights leader at Mars but has helped me amplify and scale my work globally in just a few short months. Often something we overlook; strong visualization and engaging content is critical for delivering with impact. Both presentations they helped me design, as well as the beautiful infographic, were instrumental in driving a more engaging story across the business.”

– Mars

Cannabis talk in the US media is unavoidable these days as changing legislation and recreational dispensaries continue to open up across selected states in the country.  How can companies outside the cannabis space take advantage of this growing trend? Our research with over 2,000 US consumers sought to understand this new opportunity for brands.

One-in-five (20%) adults nationwide report they have used cannabis in the last 12 months. Of those, two-thirds (66%) consume regularly (at least once a week). While two thirds tell us that consuming cannabis has not changed their social life in any way, 17% are staying home more and 8% say they are going out more. 

Ultimately, this opens up a variety of opportunities for marketers to offer products and services that are tailored to the needs of this group. Meal kit delivery companies could make “dinner party boxes” suited to a night in with friends. Game makers could create games that facilitate creativity and fun. Netflix or Amazon could offer content particularly suited for cannabis-influenced viewers. And clearly, snack makers could have a field day.

In the survey, adults were asked whether they would prefer to consume cannabis or alcohol while doing different popular activities. While clubbing and hosting a dinner party are more likely paired with alcohol, for many other pastimes, cannabis wins.  At home, watching TV/ movies, doing chores, playing board games and socializing with family and friends are all activities where cannabis is preferred.  Going to the movies or to watch live music are also events where adults would prefer cannabis.  A host of other activities are decidedly not alcohol activities, but may be considered “cannactivities” – yoga, gardening, outdoor activities, going to the spa, cultural events and reading.  See the table below for details.

How can your business take advantage of this fast-growing industry? Download the full research report to learn more.

“For each of the following, would you rather do this activity while consuming cannabis, drinking beverages containing alcohol, or neither?”

Cannabis research: would rather consume cannabis vs would rather consume alcohol

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The pace at which consumers are adopting EVs varies in different countries.
This time, our local team members from across our Southeast Asia offices(Thailand, Indonesia, Philippines, and Vietnam) introduced the latest situation. Let’s catch up by watching the recordings below!

Watch the session in English

Watch the session in Japanese

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Kadence Indonesian office has launched an innovative online survey platform called K-OINS (Kadence Online Insight System). With an increasing number of people moving online, there has been a need for a high-quality online survey, and K-OINS is the solution.

The K-OINS Platform can be used free by registering through its website or by downloading the app on Google Play Store. Currently, K-OINS is still under development for iOS users.

K-OINS rewards users for participating in market research surveys on their platform using “Koins,” which can be transferred to the user’s bank account or any preferred e-wallet with a minimum balance of IDR 50,000 free of any administration fee. The incentive doesn’t end here. Every registered K-OINS user also gets a referral code to be shared with new users for more “Koins.”

“With the current digital technology, innovations are carried out by almost all lines of business, and market research is no exception,” Febri Nugraha, Managing Director of Kadence International, said. “While there are many online survey platforms in the market, we continue to focus on providing the best service to our clients through our in-house online survey platform.”

According to Nugraha, K-OINS will allow the Kadence Indonesia market research team to monitor the survey results, support them in providing recommendations to clients, and help them adjust survey results in real-time.

“Additionally, we also complement the K-OINS platform with efficient UI and UX, eye-catching visuals, so that all our users can enjoy K-OINS,” he added.

According to Sebastian Mulia, Quantitative Director of Kadence Indonesia, the company released the K-OINS platform to positively impact the community and help people earn additional income.

“Launched in 2022, we have gone through various processes and research since we first started developing the K-OINS platform in 2019. We have collaborated with third parties, like agencies, to help media placement and boost awareness,” he said.

As the newest entrant in the online survey platform market, K-OINS has already conducted many studies with companies in Indonesia from various industries such as FMCGs, education, finance, automotive, and healthcare.

In the future, K-OINS will continue to innovate in the digital surveys space and will not be limited to online surveys. “Currently, we are doing some development to cover the needs from two perspectives —both from our clients as the party receiving input and the community as the party providing input,” Benediktus Timothy, Senior Manager of Operations, said.

For more information about K-OINS, please check K-OINS Instagram @koins_id or visit the website at https://k-oins.com

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You probably won’t read this article word for word—and you’re not alone. Humans typically respond to visual stimuli by paying attention to some things more than others. They skim over some words, re-read others, and skip entire sections.

How a person’s eye moves around a page, design, or space reveals a lot about what does—and doesn’t—capture their attention. That’s why cutting-edge eye-tracking technology is growing in demand among market research professionals.

Eye-tracking is a powerful tool for gathering, analyzing, and utilizing data about what goes on in consumers’ minds. Those insights can be used to optimize brand performance and improve marketing ROI.

Read on to learn more about the fundamentals of eye-tracking technology and its uses in market research.

What is eye-tracking?

Eye-tracking is a research methodology for measuring where a person looks, providing insight into their thinking.

Using machine learning and advanced image processing, it’s possible to record almost everything about how the eye interacts with something in front of it.

This real-time data can be helpful in market research. It allows for a deeper understanding of consumer reactions to almost any visual stimulus, from a website or technology platform to product packaging or an in-store display.

Eye-tracking unlocks the unconscious decision-making process. It gives marketers quantifiable data about user intention, where their interest lies, what they overlook, and how they respond to different stimuli.

This data humanizes technology, creating intuitive solutions that meet consumers’ actual needs and desires.

How does eye tracking work?

Eye-tracking technology uses near-infrared light and high-resolution cameras to track how the eye moves in response to stimuli.

  1. Light is directed toward the center of the eye to create reflections in the pupil and cornea. Infrared light is invisible; it doesn’t distract or harm the eyes.
  2. A camera records the reflections (called pupil center corneal reflection or PCCR), tracking the person’s exact point of focus.
  3. Advanced mathematical algorithms calculate various data points, such as eye position, gaze or focus point, duration of attention, eye openness, blink rate, and changes in pupil diameter.
  4. The data processed by eye tracking software helps researchers understand where, when, and what people viewed.

The exact data a researcher collects depends on the hardware and software they select from the many companies that offer the technology. 

Some tools also integrate biometric data, like heart rate and galvanic skin response, to add depth to findings. Also, a similar head tracking technology monitors the position and movements of the head. It can be combined with eye tracking to uncover more meaningful data.

There are two main types of eye-tracking technology: 

Screen-based devices

● Participants sit in front of and interact with a computer screen that has a stationary unit mounted below or nearby. Movement is limited within the static area.

● Recommended for controlled environments. Webcam options can be used in a participants’ home, but proper calibration isn’t guaranteed and can negatively affect results.

● Ideal for screen-based materials (pictures, videos, and websites) or static offline stimuli (packaging, magazines, books).

Head-mounted devices

● Wearable devices are integrated into eyeglass frames or inside a virtual reality headset, allowing users to move freely around a space.

● A large amount of movement, as with sports, could cause glasses to shift during recording and negatively affect results.

● Ideal for performing tasks in a real-life or virtual environment (shopping, usability studies, product testing).

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What does eye-tracking measure?

This advanced technology can measure almost anything about the eye, but what does the information tell us?

Gaze Point

Discover where a user’s eyes look at a rate of up to 60 points per second. This tells you exactly how long the eye fixates on an object or area or what actually generates visual attention.

Scan Patterns

Plotting out where the eye fixates in chronological order creates a visual path that reveals how consumers tend to scan something. This can help determine whether the information is logically and efficiently organized.

Heat Map

Aggregate data showing the distribution of users’ focus points to understand what consumers are most and least likely to notice. The larger your sample pool, the more you can determine differences in how various populations view the same object or space.

Areas of Interest (AOI)

Measure specific areas of a video, website, package, or display to determine how long it takes a user to notice something, how many people notice an AOI, how long they view the area, and how often they return to an AOI. You can also compare the performance of separate areas.

Using eye tracking in market research

The eye-tracking market is exploding, expected to reach nearly $1.1 billion by 2025, up from $368 million in 2020. Clearly, the data this technology generates is valuable.

Let’s explore exactly how to use this information in marketing research.

●     In-Store: Head-mounted eye tracking is highly effective for evaluating store navigation, signage, and product displays. Rather than using unreliable recall methods, customers walk around a store (or a VR simulation). At the same time, the technology captures the path they take, what draws their attention, and what they ignore.

●     Packaging design: Before releasing a product, eye tracking can test how well users respond to the various elements. This type of testing is particularly well-suited to A/B testing that compares two or several options to see which generates the most fixations on key AOIs. 

●     Website: To deliver the best user experience on a website, it helps get inside the consumer’s mind. Eye-tracking is the most effective way to test what elements of a site capture attention (or cause someone to click away), and what influences desired actions. Initial and follow-up retesting can determine what messages, fonts, colours, and placements best attract and retain leads, dramatically increasing marketing ROI.

●     Advertising: Eye tracking can help assess the success of print or digital advertising communication—what does and does not draw attention. It’s also an effective tool for testing changes to see what improves results.

Regardless of the visual stimulus tested, eye tracking can help determine which elements attract immediate attention or above-average attention and in which order they’re viewed, as well as what is ignored or, perhaps, misunderstood.

Market researchers can propose changes that improve usability, effectiveness, and overall customer experience with this data. Best of all, the technology can be used to retest new iterations to determine how successful they are at improving desired results.

It’s important to note that eye-tracking falls short in determining the psychology behind a user’s actions. It can provide accurate data about what, where, and for how long a person looks, but understanding motivation requires other market research methodologies, such as surveys and interviews.

What industries can use eye-tracking?

As eye-tracking technology continues to become more affordable and more widely understood, it’s not surprising it’s attracting more users.

While applicable to many industries, the technology is commonly used for market research on various commercial sectors. Bank branches, car dealerships, groceries, malls, and other retail environments frequently employ the technology to better understand and improve the customer experience.

Eye-tracking is also vital in technology, becoming a more frequent interface method for computers, phones, video games, and televisions.

Finally, the methodology contributes to advancements in automotive safety, workplace safety, medical diagnoses, and accessibility for people with disabilities.

What are the pros and cons of eye-tracking for market research?

Modern eye-tracking technology has been used for market research since the 1980s. It endures because it of three key benefits:

●     Unique: Eye tracking reveals what other data collection methods cannot. It shows what a user actually looks at and ignores and how they scan an object or a space.

●     Reliable: Very little market research is 100% accurate, but eye-tracking precisely captures eye movements down to milliseconds. It provides an accurate history of the what, where, and how of viewing patterns (interpretation of the why is a different story).

●     Easy Testing: You can immediately test a hypothesis about what might improve the visual performance of a website, package, or display. Make the change, then see if it had the expected effect on the user’s view.

Despite the many benefits, there remain a few challenges with using eye-tracking technology in marketing research.

●     Cost: Eye-tracking studies require money, time, and labour. The equipment and training can be pricey. Plus, each device can record only one person at a time, so it takes a great deal of time to get a meaningful sample size.

(For researchers with budget constraints, tools like Hotjar’s Heatmaps and Mouseflow may be an affordable alternative. They show where a mouse hovers. While not perfect, there’s some correlation between where a person points the mouse and where their eyes move.)

●     Limitations: Eye-tracking technology can be less effective for participants who wear contacts or glasses or squint. Also, incorrectly calibrated trackers or head-mounted devices that shift can invalidate results.

●     Bias: The Hawthorne Effect, or a person changing their behaviour when they know they’re being observed, may create some degree of error with results. Likewise, there is always some bias in data interpretation or deciding the “why” behind the eye movements.

Best practices for eye tracking in market research

Eye-tracking technology is not a one-size-fits-all solution. It’s also not the best and only option for market research.

In truth, eye tracking is best combined with other research methodologies, such as interviews and surveys. Using eye-tracking in conjunction with other tools is the best way to ensure more accurate results.

Many researchers prefer to use eye tracking in the latter stages of market research as a diagnostic tool. It can be used to test a few solutions to perceived problems. For example, if people aren’t clicking through a website as desired, eye tracking can be used to test whether a button in a different colour or location improves results.

Summary

According to research from Harvard Business School, 95 per cent of purchase decision-making occurs in the subconscious mind. That’s why many market researchers rely on eye-tracking. It’s a powerful tool for understanding what goes on in consumers’ minds. 

While not failproof, eye tracking provides reliable data about how a person views the world in front of them. Those insights can be valuable in optimizing websites, product packaging, store displays, and most importantly, improving marketing ROI.

The overriding purpose of market research is simple: The better a brand understands its customers and position in the marketplace, the stronger equipped it is to seize advantage of future growth opportunities. 

In most cases, market research starts with a macro understanding of consumer trends and behaviours before zooming in on the nuances within the desired target audience. The process incorporates data from various sources—consumers, industry experts, and additional research materials. The objective is to combine broad contextual insights with targeted findings, resulting in information that brands can act upon when it comes to future sales, potential expansion, new product launches, and so on. 

This research can be broken down into two broad categories—primary and secondary research. When conducted properly, primary and secondary research enables companies to:

  • Acquire a deeper understanding of why customers use their products or services
  • Design strategies to set themselves apart from the pack
  • Set the foundation for successful product or service innovations
  • Identify new opportunities for growth

Effective market research paves the way for brands to stay agile and strategic in an ever-changing marketplace. The key is knowing where to find the data supporting this process and how to go about collecting it.

Primary Research Offers a Trove of Insights

Actionable market research must start with primary sources. And, as we have noted before, the ideal time to conduct primary research is “before crucial decisions are made about a brand or product,” meaning “it is essential to speak directly with members of that targeted audience” before making a significant change in business operations.

Conducting primary research can involve significant costs and the use of resources. The process encompasses a broad period to identify potential respondents, conduct interviews, and analyze results. But in general, the cost and use of resources are well worth it. Primary research offers deep value in answering specific questions about a brand and offering businesses the opportunity to hear first-hand what consumers have to say. 

This type of first-hand research can be conducted in a variety of ways, including:

Telephone depth interviews. Telephone interviews with individual customers enable researchers to get closer to the target audience. They can “dig deep” to better understand customers’ needs and pain points, as well as discuss their views and experiences of a brand, its products, or services. 

Face-to-face interviews. There’s nothing better than interacting with customers face-to-face, depending on the situation. Researchers can get direct, real-time answers and have the option to follow up immediately on crucial points. They can also glean insights from survey participants’ body language and other “quirks in communications” that might otherwise go unnoticed. The main advantage of the interview approach is gaining first-hand knowledge of what’s most important to the targeted audience. 

Surveys. Distributing surveys is another valuable method for gaining insights into target customer behaviours. Surveys are conducted using several different methods, including: 

  • Email. Email surveys are designed to reach many individuals at an affordable cost. At the same time, researchers understand that email survey respondents may be wary about clicking on a link for something they are unfamiliar with and initial email survey requests can sometimes end up in a Spam folder. 
  • Telephone. Phone surveys can be beneficial for acquiring feedback from targeted demographics, such as older customers who may not regularly use online tools.
  • Post. These days, conducting surveys via mail is rarely a researcher’s first choice, simply because of the length of time involved to get responses and because this method is more costly to deploy than others.

Surveys work best when the questions asked are relevant, engaging, and open-ended. The results are used to predict, with reasonable accuracy, how customers are likely to act in future purchasing activities.

Focus groups. Groups of consumers participate in a discussion guided by the group moderator. This approach is practical when exploring niche markets, introducing a new product, embarking upon a marketing campaign, etc. When a trained moderator leads the discussion, there is great potential for gaining valuable knowledge about how consumers think and act. 

Online polls and social media. Online polls have become the “method of choice” for collecting quantitative data in recent times. The wording and format of online surveys can be tailored for existing customers or designed for groups of people identified as potential customers. Online polls often lead to highly accurate representative samples and data needed to extrapolate the findings to a broader population. 

Social media monitoring (also called “social listening”) is an increasingly beneficial method for gauging customer sentiment about a wide range of topics.

On social media, consumers offer direct, unfiltered feedback about what they like, don’t like, need, don’t need, and what they want to make their lives and businesses better in the future. Social media platforms provide a relatively easy and inexpensive way to share surveys and questionnaires and recruit participants for upcoming focus groups. 

Field studies. This methodology, also known as “contextual interviews,” focuses on observations and interactions that demonstrate how users behave in their home or work environment. The results compiled through field studies often supplement data gained through face-to-face interviews and focus groups. Brands benefit when they fully grasp how their products or services are used in these environments. 

The desired outcome of these efforts “is a closer alignment between what a brand has to offer and the needs and expectations of its targeted customers.”

Secondary Research Delivers Solid Contextual Foundation 

The treasure trove of information gained from primary research is only part of the overall market research process. Interpreting this data becomes more effective when supplemented by secondary research. These sources—widespread and diverse—broaden the context of research and amplify what was uncovered via primary research methods. 

A large part of the value of secondary research lies in its depth, variety, and availability. Chances are, your brand has already compiled a significant amount of secondary research simply by just “doing business.” 

Start investigating the depth of your brand’s secondary research by looking at your internal sources:

  • Year-to-year financial statements
  • Sales analyses produced by your sales team
  • Corporate annual reports describing institutional values and culture
  • Findings from past focus groups
  • Consumer surveys and feedback
  • Website analytics, user patterns, etc.
  • Customer call logs and other stored information concerning customer behaviors. A trip through your business archives can uncover additional valuable information. 

External sources are also abundant in terms of secondary research: 

Books and magazines about general business trends can deepen your understanding of primary research data.

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Many relevant government statistics can be accessed online instead of time-consuming requests for information in the past and waiting around for government approval to review this data. Of course, it takes time to research and compile information regarding trade activities, the formation of new businesses, economic trends, etc. But the insights to be gained from reviewing government statistics are well worth the effort.

Industry associations are another valuable source for secondary research. In addition to trade publications and industry reports, researchers can also comb through press releases, technical data, and industry-specific news stories for a “big picture” view of where specific brands fit in. 

On business websites, there’s often a wealth of information regarding a company’s products and services, in the case of public companies, investor presentations, and other data concerning organizational structure, sales trends, marketing campaigns, new product launches, and more. 

According to Square, secondary research is “a better option if you have a limited budget or already have a good idea of what your target market is.” It’s often a good idea to “try doing secondary research [before primary research] to understand what areas you need to focus on” to get the most out of your research budget.

Square suggests looking into these low-cost or free secondary research sources:

  • Census bureaus for information about the economy and population
  • Government sites for statistical data culled from several agencies, with information on trends in education, small businesses, etc. 
  • Small Business Associations for information about small business trends, as well as demographic, employment, and income statistics
  • Commerce departments for data on industries, services, and products
  • Associations and Trade Groups for information on specific industries and relevant trade publications

When embarking upon secondary research, keep these action steps in mind:

  1. Define your goals. Strive to understand what you want out of the research process. This helps focus the search on data that’s genuinely relevant and useful.
  2. Pinpoint existing trends. To better grasp the state of the industry, set up a Google alert to notify you of what’s happening in the marketplace right now.
  3. Subscribe to business publications. Look into general business publications and websites, then burrow down to those with the highest relevance to your brand. Subscribe to key publications and follow research sites on social media platforms.
  4. Finally, know when to stop! As with any research effort, it’s always possible to overdo it. That can lead to “data burnout” and the possibility you’ll overlook important statistical information. As the research process unfolds, work on narrowing your inquiries and avoid wasting time on irrelevant data.  

Research Leads to Future Growth

Conducting primary and secondary research requires patience, time, the application of resources, and a willingness to confront hard facts about the growth potential. But when a brand has completed this type of comprehensive research, it is far better equipped to customize its sales and marketing efforts. This helps boost growth and presents numerous opportunities to increase that brand’s return on investment. 

For many brands, it’s often more efficient and cost-effective to enlist the services of a professional market research firm. Skilled professional researchers draw upon an extensive toolkit of methodologies to better understand potential target audiences. 

The process results in more informed marketing strategies and an impressive level of success in identifying—and connecting with—untapped consumer populations.