AI, or Artificial Intelligence, is changing the game in marketing and market research, helping us understand what customers want and making smarter business moves. Experts say that 

AI in marketing will become a whopping $78.8 billion industry by 2030! This goes to show how important AI is becoming in helping brands create better strategies and connect with people.

AI allows brands to understand their customers better, make quick decisions, and offer customers exactly what they are looking for. In other words, AI is letting brands step up their game, setting new standards in the market, and improving every step of the customer’s journey with the brand. This means brands can form stronger and more personal connections with their customers.

But the rise of AI also means our jobs in marketing and market research are changing. Some roles are even disappearing because of the increase in automation and the use of AI. This makes it vital for us to be open to change and learn new skills. It’s not about fighting against the latest technology; it’s about learning how to use it to our advantage and stay relevant in our careers.

Navigating the AI Revolution in Marketing and Market Research

Artificial Intelligence, or AI, is changing how we look at data and understand consumers in marketing and market research. It’s a big deal because it’s transforming how we work and make decisions.

AI: Transforming Data and Understanding Consumers

AI helps us gather and analyse data quickly, giving us new insights into consumers’ wants. This means we can create marketing strategies more in tune with consumer needs and desires. We can understand consumer behaviour, preferences, and trends like never before, allowing us to be more effective and creative in our strategies.

How Automation is Changing Our Roles

With AI and automation, many tasks that we used to do manually can now be done by machines. This can be scary because it means some traditional roles and tasks in marketing and market research are changing or even disappearing. But it’s not all bad news! Automation can take care of repetitive tasks, freeing us to focus on more critical and creative aspects of our work. It’s all about adapting and finding new ways to use our skills in this changing landscape.

The Move to Data-Driven Strategies

Now more than ever, we’re relying on data to make decisions in marketing. This shift towards data-driven strategies is helping us make more informed and effective decisions. We can see what works and what doesn’t and adjust our strategies in real time. It’s making us more flexible and allowing us to respond quickly to changes in the market.

Understanding these disruptions and changes is crucial. It helps us see where we fit in and how we can use AI and automation to our advantage. It’s all about staying informed, adapting to changes, and finding new and exciting ways to use our skills and knowledge in the world of marketing and market research.

Building the Backbone: Mastering Essential Hard Skills

Hard skills form the backbone of our professional arsenal, helping us stay relevant and effective in the increasingly competitive and AI-driven marketing and market research landscape. By mastering these, we can ensure that our strategies are innovative and resonate well with our audience.

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Data Analysis and Interpretation

Analyzing large sets of data is a crucial skill in today’s market. It allows us to understand consumer behaviour, trends, and preferences, helping us make well-informed decisions.

Importance of Analyzing Large Data Sets: Grasping the patterns in vast data sets helps craft strategies that resonate well with the target audience.

Statistical Knowledge and Application: Being savvy with statistics enables us to interpret data accurately, making our insights more reliable and effective.

Digital Literacy

Being digitally literate is more crucial now than ever. It helps us understand and use various AI tools and digital platforms effectively.

Familiarity with AI Tools and Technologies: Knowing how to use AI tools empowers us to leverage them to enhance our strategies and understand the market.

Knowledge of Digital Platforms and Software: Understanding various digital platforms and software equips us with the capability to reach and impact our audience more effectively.

SEO and SEM Skills

Skills in Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are crucial in enhancing a brand’s online presence.

Understanding of Search Engine Algorithms: A deep knowledge of how search engines work allows us to optimise content effectively, making it easier for consumers to find us online.

Strategies for Enhancing Online Presence: Implementing effective SEO and SEM strategies ensures that our content reaches a wider audience, increasing our brand’s visibility and impact.

User Experience Design

Creating a user-friendly experience is essential in connecting with the audience.

Design Thinking Approach: Adopting a design thinking approach helps develop innovative and user-centric solutions.

Importance of Customer-Centric Design: Focusing on customer-centric design ensures that our strategies meet the needs and preferences of the consumers, leading to higher satisfaction and engagement.

Nurturing the Soul: Cultivating Essential Soft Skills

Complementing hard skills with essential soft skills is crucial. These soft skills enable us to resonate with our audience, embrace innovations, and approach problems and strategies holistically and empathetically.

Emotional Intelligence

Being emotionally intelligent is all about understanding and managing our emotions and the emotions of others.

Developing Empathy and Understanding: Empathy allows us to connect with our audience on a deeper level, understanding their needs and concerns genuinely.

Importance of Human Connection in Brand Building: Forming real human connections can help build a brand that people trust and relate to.

Adaptability

Being adaptable means being open to new ideas and changes, and it’s super important in our fast-paced world.

Embracing Change and New Technologies: Being open to trying out new technologies and ways of doing things keeps us ahead in the game.

Learning and Development Mindset: Having a mindset focused on learning and growing helps us to keep improving and developing our skills.

Critical Thinking

Critical thinking helps us make logical and informed decisions by evaluating situations objectively.

Problem-Solving in Complex Scenarios: Thinking critically helps us solve problems effectively, even when they are complicated.

Analyzing Situations Objectively: Looking at situations without bias allows us to see the complete picture and make better decisions.

Creative Thinking

Thinking creatively helps us develop new and innovative ideas that can make our brand stand out.

Developing Innovative Strategies: Creative thinking leads to innovative strategies that can differentiate our brand in the market.

Differentiating Brands in the Market: Coming up with unique ideas and approaches helps make our brand memorable and attractive to consumers.

Paving the Way to Tomorrow: Strategies for Upskilling and Embracing Change

By implementing the strategies below, we can navigate the sea of change with confidence and foresight, ensuring our skills are refined, our knowledge is vast, and our approaches are innovative and flexible. 

Embracing these practices will empower us to forge ahead, becoming the architects of our professional destinies in the transforming world of marketing and market research.

Continuous Learning

The path to adaptation and growth is paved with constant learning.

  1. Engage in Online Courses and Certifications: Delving into online courses helps us acquire new skills and knowledge, keeping us abreast of the latest trends and technologies.
  2. Attend Workshops and Conferences: Being a part of workshops and conferences allows us to gain insights from industry leaders and enhances our understanding of the evolving market dynamics.

Networking

Building connections within our industry can open doors to new opportunities and insights.

  1. Connect with Industry Experts and Peers: Networking with peers and experts provides different perspectives and insights, enabling us to stay informed and inspired.
  2. Participate in Community Discussions and Forums: Actively engaging in discussions helps in sharing knowledge and learning from the experiences of others in the community.
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Staying Informed

Keeping our finger on the pulse of the industry helps us stay ahead of the curve.

  1. Regularly Update Knowledge on Industry Trends and Developments: Staying updated on industry developments ensures that we are well-informed and can adapt our strategies effectively.
  2. Follow Influential Thought Leaders and Publications: Regularly reading articles and following thought leaders helps us gain deeper insights into industry trends.

Charting the Course: Preparing for Evolving Roles in Marketing

With the rise of AI, certain roles within marketing and market research may see a decrease in demand due to automation. Navigating this new landscape requires a strategic approach to professional development and career planning.

Identifying Roles Susceptible to Automation

Understanding which roles are more likely to be affected by automation is the first step in proactively preparing for the future. Assessing the landscape and identifying the areas most likely to experience changes allows us to make informed decisions about our career paths and development focus.

Diversifying Skill Set and Gaining Cross-Functional Knowledge

Building a diverse skill set and acquiring knowledge across different functions are crucial in creating a versatile professional profile. This versatility not only enhances our adaptability but also opens up a myriad of opportunities in various domains within the industry.

Proactively Seeking New Opportunities within the Organisation or Industry

Proactively seeking new roles or opportunities is essential in staying ahead of the curve. Exploring different avenues within the organisation or the broader industry can provide a richer, more diversified experience, paving the way for continued growth and learning in the ever-evolving marketing landscape.

By adopting a strategic and proactive approach to career planning and professional development, we can ensure our continued relevance and contribution in a future where the roles and demands of marketing and market research continually evolve and adapt to technological advancements and the rise of AI.

Concluding Thoughts: Stepping into the Future

The journey through the transformative world of marketing and market research is one marked by constant learning, resilience, and a forward-thinking mindset.

The pace at which technology, especially AI, is evolving necessitates a perpetual learning mindset and the development of a myriad of skills. These tools will enable us to stay relevant and effective in our roles, regardless of how the professional landscape morphs.

It’s vital to approach our field’s inevitable changes and advancements with a positive and open mindset. The transformations occurring are not roadblocks, but rather, they are gateways to new possibilities and avenues for growth, innovation, and success. It’s our responsibility to leverage these changes to enhance our strategies, connect with our audience more effectively, and create meaningful impacts in our field.

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In partnership with TikTok, Kadence International conducted a survey across nine Southeast Asian (SEA) markets to explore the platform’s impact in the region. The study involved over 3,400 TikTok users and 25 non-profit organisations and utilised a mixed methodology of online surveys and offline interviews. The findings highlight TikTok’s role in connecting people, expanding income, education, and community-building opportunities among its more than 325 million monthly active users in SEA.

Here’s a summary of the full report and key findings. 

Unlocking Opportunities for Everyone.

TikTok has provided a platform for small and medium-sized businesses and content creators in SEA to reach a broader audience, resulting in increased incomes and expanded networks. Most creators using TikTok as a source of income earn more than the minimum wage in their respective countries, contributing to economic growth.

Broadening Access to Education and Self-Improvement.

TikTok’s impact on education is significant, as the platform runs regional educational campaigns. Educational content creators, teachers, students, and curious learners have embraced TikTok’s learning communities. Localised hashtags, such as #EduTok in the Philippines, have fostered vibrant learning environments.

Building Communities of Support.

TikTok allows creators to share their authentic experiences, struggles, and triumphs, creating a sense of community. In collaboration with non-profit organisations, TikTok provides essential self-care tools and resources, including access to helplines, to support these communities. The platform actively promotes mental well-being outreach and programs through Digital Wellness Hubs across SEA, fostering a safe and supportive environment for users.

You can access the full report here.

Key Findings:

  • Among surveyed educators, 91% were able to promote online learning to youth through TikTok, and 92% were able to share their knowledge internationally.
  • Among wellness advocates surveyed, 88% collaborated with non-profit organisations to increase awareness of wellness topics.
  • Among TikTok users who browse wellness content, 91% agreed that the platform helped them find a supportive community of like-minded individuals.

TikTok aims to continuously enhance the in-app experience, empower local communities, businesses, and creators, and ensure the safety and well-being of its users. The platform is not merely for entertainment but also a place for creativity and a sense of security. TikTok looks forward to expanding its reach and building safe and entertaining spaces for more people and communities across SEA and worldwide.

It is not often that market research is geared towards creating positive outcomes for a regional community, and even rarer that it is celebrated at such a large event that showcases what happens when impactful research is put into action. 

Kadence International is proud to have partnered with TikTok on this study and looks forward to working with more clients seeking partners who can create impactful work on their business objectives through market research.

Download the full report here: https://seaimpactforum.com/assets/pdf/SEIR_Full_Report.pdf

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Gamification, the use of game mechanics and design elements in non-game contexts, has become a popular strategy for encouraging healthy behaviours. By making healthy activities more engaging and fun, gamification has the potential to motivate individuals to adopt healthier lifestyles. 

In recent years, many brands have embraced gamification to enhance consumer engagement and loyalty. This approach effectively creates lasting behaviour change, a significant challenge in health and wellness.

One of the key benefits of gamification is its ability to leverage intrinsic motivation. By tapping into people’s natural desire for mastery, autonomy, and relatedness, gamification can create a sense of enjoyment and satisfaction that makes healthy behaviours more appealing. Additionally, gamification can provide a sense of social support and accountability as users compete with friends and track progress toward shared goals. By making healthy behaviours more fun and engaging, gamification has the potential to create lasting behaviour change and drive positive outcomes for both consumers and brands.

One of the main features of gamification is using rewards to incentivise desired behaviours. Unlike traditional games, which are primarily focused on entertainment, gamification is designed to encourage specific behaviours or outcomes. For example, a fitness app might award badges or points to users who reach certain milestones, or a loyalty program might offer discounts or exclusive perks to customers who make repeat purchases. By creating a sense of progress and achievement, gamification can motivate users to continue engaging with the product or service.

Benefits of gamification for health and wellness

Here are a few of the main benefits of gamification for health and wellness:

Increased motivation: One of the primary benefits of gamification is that it can increase motivation for healthy behaviours. By tapping into people’s natural desire for achievement and mastery, gamification can create a sense of satisfaction and progress that makes healthy behaviours more appealing.

Increased engagement: Gamification can also increase engagement with health and wellness programs. By making activities more fun and interactive, gamification can encourage people to stick with their programs and continue making progress toward their goals.

Increased retention: Gamification can also increase the retention of healthy behaviours over time. By creating a sense of community and accountability, gamification can encourage people to continue engaging with health and wellness programs even after the initial novelty wears off.

Examples of gamification use in health and wellness

Many health and wellness brands use game mechanics and design elements to encourage healthy behaviours. Here are a few examples of how gamification has been used in health and wellness:

Fitness apps: Many fitness apps use gamification to motivate users to exercise and track their progress. For example, the app Strava allows users to compete with friends and track their running or cycling routes, while Fitbit and other wearable devices use badges and challenges to encourage physical activity.

Weight loss programs: Weight loss programs like Weight Watchers have incorporated gamification elements to increase engagement and motivation. For example, the program allows users to earn “FitPoints” for physical activity and offers rewards for reaching weight loss milestones.

Mental health apps: Gamification has also been used in mental health apps to encourage mindfulness and stress reduction. The app Headspace, for example, uses game-like elements to encourage users to meditate regularly and track their progress.

Chronic disease management: Gamification has also been used to help people manage chronic diseases like diabetes. The app MySugr, for example, allows users to track their blood sugar levels and provides feedback and rewards to encourage healthy habits.

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Best practices for using gamification

By following these best practices, brands and organisations can create effective gamification strategies that encourage healthy behaviours and deliver measurable value. With the help of market research, they can identify and prioritise the most effective gamification features and continuously improve their approach over time.

  1. Set clear goals: To create effective gamification strategies, you must set clear goals for what you want to achieve. This might involve defining specific behaviours or outcomes you want to encourage, such as increased physical activity or better medication adherence.
  2. Create meaningful rewards: Rewards are a vital aspect of gamification, and creating meaningful and motivating rewards for users is essential. This might involve offering tangible rewards like discounts or prizes or more intangible rewards like badges or social recognition.
  3. Design a user-friendly experience: To encourage engagement and retention, it’s essential to design a user-friendly experience that is intuitive and easy to use. This might involve testing different user interfaces and gathering user feedback to identify improvement areas.
  4. Use data to inform strategy: Market research can gather data and insights on user behaviour and outcomes, which can inform the development of gamification strategies. This might involve analyzing user engagement and retention rates, conducting surveys or focus groups to gather feedback, or using analytics tools to track user behaviour over time.
  5. Evaluate ROI: It’s important to evaluate gamification investments’ return on investment (ROI) to ensure they deliver value for the organisation. This might involve measuring the impact of gamification on key metrics like user engagement, behaviour change, or health outcomes and using this data to prioritise and refine gamification features.

Market Research’s role in gamification

Market research is a critical component of developing and implementing effective gamification strategies. By gathering data on consumer needs and preferences, testing prototypes, and evaluating the effectiveness of campaigns, brands can create gamification experiences that are engaging, effective, and sustainable over the long term. 

Here are some specific ways that market research can contribute:

  1. Identifying consumer needs and preferences: Market research can gather insights into consumer needs and preferences related to health and wellness. This might involve conducting surveys, focus groups, or user testing to understand what motivates consumers to adopt healthy behaviours and their preferences for gamification features and rewards.
  2. Testing prototypes: Once a gamification strategy is developed, market research can test prototypes and gather user feedback. This might involve conducting user testing or focus groups to identify areas for improvement and refine the user experience.
  3. Evaluating the effectiveness of campaigns: Market research can also evaluate the effectiveness of gamification campaigns over time. This might involve tracking user engagement and retention rates, conducting surveys or interviews to gather feedback, or using analytics tools to measure the impact of gamification on key metrics like behaviour change or health outcomes.
  4. Prioritizing features: Market research can help prioritise gamification features based on their potential impact on user engagement and behaviour change. By gathering user needs and preferences data, brands can identify the most critical features and allocate resources accordingly.

Important considerations when developing a gamification strategy

When using gamification in health and wellness, it’s important to consider ethical considerations to ensure that users are treated fairly and respectfully. Here are some ethical considerations that should be taken into account:

  1. Privacy and data security: Gamification often involves collecting and storing user data, which can raise privacy and security concerns. Brands should protect user data and ensure it is only used for its intended purpose.
  2. Transparency and informed consent: Users should be fully informed about how their data will be used and have the opportunity to provide informed consent. Brands should be transparent about their data collection and use policies and provide users with clear information about how their data will be used.
  3. Inclusivity: Gamification should be designed to be inclusive of all users, regardless of their race, ethnicity, gender, or other personal characteristics. Brands should be sensitive to the potential for bias or discrimination and take steps to ensure that gamification features are designed to be accessible and inclusive.
  4. Accuracy and fairness: Gamification should be designed to measure and reward user behaviour accurately. Brands should avoid using gamification features that are misleading or unfair and should be transparent about how rewards are calculated and distributed.

Limitations of gamification

While gamification can be an effective strategy for promoting health and wellness, it is not without potential limitations or drawbacks. Here are some of the key considerations:

  1. Short-term impact: Gamification is often used to motivate users in the short term, but it may not lead to lasting behaviour change. Users may lose interest in gamification features once they become less novel and may revert to their old habits over time.
  2. User preferences: Not all users may find gamification features engaging or motivating. For some users, gamification may feel trivial or inauthentic and may not lead to sustained engagement or behaviour change.
  3. Potential for addiction: Gamification features, particularly those involving rewards or points systems, may potentially create addictive behaviours. Users may become overly focused on achieving rewards or points at the expense of other aspects of their health or well-being.
  4. Privacy and data security: As mentioned earlier, gamification often involves collecting and storing user data, which can raise privacy and security concerns. Brands must protect user data and ensure it is only used for its intended purpose.

Potential for bias or discrimination: Gamification features may inadvertently reinforce existing biases or discrimination, particularly if designed without considering users’ diverse needs and preferences. Brands must be careful to avoid any features that may perpetuate stereotypes or bias.

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The role of social influence in gamification

Social influence and peer support can play an influential role in the success of gamification strategies. By creating a sense of community and accountability, gamification can tap into users’ social networks to increase engagement and motivation. Here are some ways that social influence and peer support can be incorporated into gamification:

  1. Social features: Many gamification strategies incorporate social features, such as leaderboards or social sharing, that allow users to compete or collaborate with their peers. By tapping into users’ natural desire for social validation and recognition, social features can increase engagement and motivation.
  2. Peer support networks: Gamification strategies can also leverage peer support networks for encouragement and accountability. For example, fitness apps like Nike Training Club allow users to join virtual workout groups and connect with other users who share similar fitness goals.
  3. Rewards for social engagement: Brands can incentivise social engagement by offering rewards or recognition for users who share their progress on social media or invite friends to join their program. This can create a sense of community and encourage users to support each other in their health and wellness journeys.
  4. User-generated content: User-generated content, such as user reviews or success stories, can also be a powerful tool for creating social influence and peer support. By highlighting the achievements and experiences of other users, brands can inspire and motivate new users to join their programs.

Health and Wellness gamification success stories

There are many examples of gamification strategies that have been successful in promoting health and wellness. Here are a few specific examples, along with their respective outcomes and impact:

  1. Pokemon Go: Pokemon Go is a popular mobile game incorporating gamification elements to encourage physical activity. Players must walk or run to different locations to catch virtual Pokemon characters, earning points and rewards along the way. One study found that Pokemon Go players increased their physical activity by an average of 1475 steps per day or about 25% more than their baseline activity levels.
  2. Habitica: Habitica is a gamification app that tracks users’ daily habits and tasks, earning rewards and points for completing them. The app incorporates social features that allow users to connect with friends and join virtual communities based on shared goals. One study found that users who used Habitica for four weeks were likelier to continue using the app than those who used a non-gamified habit-tracking app.
  3. Blue Shield of California’s Wellvolution program: Blue Shield of California’s Wellvolution program uses gamification to encourage healthy behaviours among its members. The program offers challenges and rewards for completing healthy activities like exercise or healthy eating and allows users to connect with health coaches and track their progress over time. One study found that users who participated in the Wellvolution program had significantly lower healthcare costs than non-participants.
  4. Mango Health: Mango Health is a medication management app that uses gamification to encourage medication adherence. Users earn points and rewards for taking their medications on time and can connect with friends and family members for support. One study found that Mango Health users were 1.5 times more likely to take their medications on time than non-users.

Case Study: Zombies, Run!

Zombies, Run! is a popular mobile game that combines storytelling, fitness tracking, and gamification elements to encourage physical activity. The game has been credited with increased physical activity in users. Let’s look at how the game works and why it has been so successful.

The premise of Zombies, Run! is simple: players are runners in a post-apocalyptic world overrun by zombies. The game combines immersive storytelling with fitness tracking, allowing users to experience a thrilling adventure while getting in shape. Players start by selecting a mission, which might involve gathering supplies or rescuing survivors, and then begin running. The game tracks their distance, pace, and burned calories as they run while immersing them in a rich audio narrative.

The game’s developers, Six to Start, conducted a study to evaluate the impact of Zombies, Run! on physical activity levels. The study included 3,906 participants who completed a survey before and after using the app for six weeks. 

The results were impressive: on average, participants who used the app increased their weekly physical activity by 23 percent. In addition, 90% of participants reported that the game had motivated them to exercise more, and 80% reported that they were more likely to continue using the app in the future.

So why has Zombies, Run! been so successful at increasing physical activity levels? One key factor is the game’s immersive storytelling. By creating a compelling narrative that users can engage with, the game makes running more enjoyable and engaging. The game also incorporates gamification elements, such as rewards for completing missions and progress tracking, that give users a sense of accomplishment and motivation. In addition, the game’s community features, such as leaderboards and social sharing, allow users to connect with other players and provide a sense of accountability and support.

Overall, the success of Zombies, Run! highlights the potential of gamification to increase physical activity and promote healthy behaviours. By combining storytelling, fitness tracking, and gamification elements, the game provides users with an engaging and motivating experience that can lead to sustained behaviour change. 

Case Study: SuperBetter

SuperBetter is a website developed to help people recovering from traumatic brain injuries, and it uses gamification elements to encourage users to set goals, track progress, and build resilience. Let’s look closer at how the website works and why it has been so effective.

The concept behind SuperBetter is simple: users set goals for themselves, such as managing pain or reducing stress, and then use the website’s tools to track their progress and build resilience. The website incorporates gamification elements, such as quests, power-ups, and challenges, that give users a sense of accomplishment and motivation. Users can also connect with friends and family for support, creating a sense of community and accountability.

The study published in the Journal of Medical Internet Research evaluated the effectiveness of SuperBetter among 388 participants who were recovering from traumatic brain injuries. The participants were randomly assigned to use the website or receive standard care. 

The results were striking: after 12 weeks, participants who used SuperBetter reported a 50% decrease in symptoms of depression and anxiety, compared to a 20% decrease among participants who received standard care. In addition, users of SuperBetter reported a 55% increase in their ability to cope with stress, compared to a 16% increase among those who received standard care.

So why has SuperBetter been so effective at reducing symptoms of depression and anxiety? One key factor is the website’s focus on building resilience. By providing users with a range of tools and strategies for coping with stress and setbacks, the website helps users feel more in control and better manage their symptoms. The website also incorporates social support and community features, allowing users to connect with others who share similar experiences and provide encouragement and accountability.

Overall, the success of SuperBetter highlights the potential of gamification to promote mental health and well-being. By incorporating gamification elements and community features, the website gives users a sense of accomplishment, motivation, and social support that can lead to sustained behaviour change. The study also underscores the importance of using market research to evaluate gamification strategies’ effectiveness and continuously refine and improve them over time.

Key Takeaways

Gamification has emerged as a powerful strategy for promoting health and wellness, with many brands and organisations using game mechanics and design elements to encourage healthy behaviours. 

Market research plays a critical role in developing and implementing effective gamification strategies by gathering insights on user behaviour and outcomes, testing prototypes, and evaluating the effectiveness of campaigns. 

Here are some key takeaways from this blog:

  • Gamification can be an effective tool for promoting healthy habits by increasing motivation, engagement, and retention.
  • Best practices for gamification in health and wellness include setting clear goals, creating meaningful rewards, designing a user-friendly experience, using data to inform strategy, and evaluating ROI.
  • Ethical considerations, such as privacy and data security, should be considered when using gamification.
  • Social influence and peer support can play an influential role in the success of gamification strategies by creating a sense of community and accountability.

Gamification can potentially transform how we approach health and wellness by making healthy behaviours more engaging, fun, and sustainable. By incorporating best practices, ethical considerations, and social influence, brands and organisations can create gamification programs that are effective, inclusive, and impactful. 

If you seek a market research partner to help with your gamification strategy, Kadence International is happy to help.

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The year is 2033, and the field of medicine has changed significantly. Wearable med-tech devices are everywhere, providing real-time monitoring of patient health and enabling healthcare providers to detect potential issues before they become serious. Innovative technologies such as artificial intelligence and robotics are used to improve diagnosis, treatment, and patient outcomes. Welcome to the future of med-tech.

According to a recent report, the global medical technology market is expected to grow at a compound annual growth rate of 5.6% from 2021 to 2028, driven by the increasing prevalence of chronic diseases, technological advancements, and rising healthcare expenditures. As the med-tech industry continues to evolve, so do the challenges and opportunities for growth.

The Current State of the Med-Tech Industry

The med-tech industry has been undergoing a rapid transformation over the last few years, driven by technological advancements, changing patient needs, and increasing healthcare expenditures. 

One of the major trends in the med-tech industry is the increasing adoption of digital health solutions. With the rise of smartphones, wearables, and other connected devices, patients are more engaged in their health than ever before. This has created a growing demand for digital health solutions that allow patients to monitor their health, track their progress, and communicate with their healthcare providers.

Another trend in the med-tech industry is the increasing focus on patient outcomes. As healthcare shifts from a volume-based to a value-based model, providers increasingly seek solutions that can improve patient outcomes and reduce costs. This has created a growing demand for technologies that can improve diagnosis, enhance treatment options, and streamline operations.

Despite the many opportunities in the med-tech industry, there are also significant challenges that need addressing. One of the biggest challenges is regulatory compliance. Med-tech companies must comply with complex regulations, including the FDA’s Quality System Regulation and the European Medical Devices Regulation. This can make it difficult for companies to bring innovative products to market quickly and cost-effectively.

Another challenge in the med-tech industry is cybersecurity. With the increasing use of connected devices and digital health solutions, there is a growing risk of cyberattacks that can compromise patient data and disrupt operations. This has created a need for med-tech companies to invest in cybersecurity solutions that can protect their systems and data.

Despite these challenges, the med-tech industry is poised for continued growth in the years ahead. According to a report by Grand View Research, the global medical device market will reach $612.7 billion by 2025, driven by factors such as increasing healthcare expenditures, aging populations, and the growing prevalence of chronic diseases.

Med-tech Timeline

The term “med-tech” is believed to have been coined in the late 1990s, around the time when the med-tech industry was undergoing rapid transformation due to the rise of digital health solutions and other technological advancements. However, the roots of the med-tech industry can be traced back centuries, with the development of various medical devices and technologies that have revolutionised healthcare over the years.

  • 1895: The X-ray is invented, revolutionising medical imaging and diagnosis.
  • 1928: The discovery of penicillin marks the beginning of the antibiotic era.
  • 1952: The first artificial heart valve is developed.
  • 1960: The development of implantable pacemakers leads to significant advances in the treatment of cardiac arrhythmias.
  • 1979: The first MRI machine is developed, providing non-invasive imaging of the body’s soft tissues.
  • 1980s: The development of laparoscopic surgery allows for minimally invasive surgery, reducing patient recovery times and complications.
  • 1998: The first wearable defibrillator is approved by the FDA for use outside of hospitals.
  • 2001: The first continuous glucose monitor is introduced for at-home monitoring of blood sugar levels in patients with diabetes.
  • 2004: The first remote patient monitoring systems were introduced, allowing patients to be monitored at home.
  • 2006: The first wireless fetal monitor is introduced, allowing expectant mothers to monitor their baby’s heartbeat at home.
  • 2010: The rise of digital health solutions and mobile health technologies leads to a new era of patient engagement and personalised healthcare. Wearable fitness trackers and smartwatches have gained popularity, allowing users to track their fitness and monitor their health data, including heart rate and sleep patterns.
  • 2014: The first at-home genetic testing kits are introduced, allowing consumers to analyze their DNA for ancestry and health information.
  • 2016: The FDA approves the first at-home artificial pancreas system for patients with type 1 diabetes, allowing for automated insulin delivery.
  • 2017: The FDA approves the first digital pill, which contains a sensor that can track when the medication is ingested.
  • 2020: During the COVID-19 pandemic, telemedicine and remote patient monitoring technologies increase dramatically, as patients seek to avoid in-person visits to healthcare providers.

The Role of Technology in Driving Growth

In recent years, technology has played a significant role in driving growth in the med-tech industry. From artificial intelligence (AI) to the internet of things (IoT), a wide range of innovative technologies are transforming the way healthcare is delivered. 

One of the most promising technologies driving growth in the med-tech industry is artificial intelligence (AI). With its ability to analyze vast amounts of data and identify patterns, AI is well-suited for a range of applications in healthcare. For example, AI-powered diagnostic tools can help healthcare providers to more accurately diagnose and treat a range of conditions, while AI-powered predictive analytics can help identify patients who are at risk of developing certain conditions before symptoms appear. AI is also being used to develop more personalised patient treatment plans based on their unique genetic and environmental factors.

Another technology driving growth in the med-tech industry is the internet of things (IoT). With the proliferation of connected devices, there is a growing opportunity to leverage the IoT to improve patient outcomes and reduce costs. For example, IoT-enabled medical devices can monitor patient health in real-time and alert healthcare providers if there are any concerning changes. This can help to prevent hospital readmissions and other costly complications. The IoT is also being used to optimise hospital operations by using real-time data to manage patient flow, reduce wait times, and improve patient satisfaction.

Other innovative technologies driving growth in the med-tech industry include machine learning, blockchain, and virtual reality. Machine learning, like AI, analyzes large data sets and improves healthcare outcomes. Meanwhile, blockchain is used to create more secure and efficient healthcare data exchanges, while virtual reality trains healthcare providers and provides patients with immersive therapy experiences.

As the med-tech industry continues to evolve, we will likely see even more exciting developments in the years ahead.

Examples of Innovative Med-tech products

Medtronic’s Micra Transcatheter Pacing System

This tiny pacemaker implanted directly into the heart eliminates the need for leads or a surgical pocket under the skin. The device is only 1/10th the size of a traditional pacemaker and has a battery life of up to 14 years. The Micra system has been shown to have a lower risk of complications compared to traditional pacemakers and has been used to treat over 100,000 patients worldwide.

Philips’ Lumify Ultrasound System

This portable ultrasound system can be used with a smartphone or tablet. The small and lightweight device makes it easy to transport to remote or rural areas. The Lumify system provides ultrasound imaging in emergency rooms, critical care units, and in the field during disaster response efforts.

Prosthetics by Open Bionics

This is a UK-based company that develops prosthetic limbs using 3D printing technology. Open Bionics’ prosthetics are lightweight, affordable, and can be customised to fit each individual patient. The company has developed a range of prosthetic limbs for adults and children, including arms and hands, and has received several awards for its innovative products.

Best Practices for Leveraging Innovative Technology

Leveraging innovative technology is essential for driving growth in the med-tech industry. However, it’s important to approach the selection and implementation of technology solutions strategically to ensure they are effective and aligned with business objectives. 

The first step in leveraging innovative technology is to assess the needs of your target audience. This requires a deep understanding of the challenges faced by healthcare providers and patients and the opportunities for improving patient outcomes and reducing costs. For example, suppose you are developing an AI-powered diagnostic tool. In that case, it’s essential to understand the specific diagnostic challenges healthcare providers face and ensure the device is user-friendly and easy to integrate into existing workflows.

Another important consideration is identifying key performance indicators (KPIs) for measuring the success of technology solutions. This requires a clear understanding of the business objectives that are driving the adoption of technology. For example, if your objective is to reduce hospital readmissions, your KPIs might include the number of readmissions per month or the average length of patient stay.

Building a solid technology infrastructure is also critical for leveraging innovative technology. This requires investing in the right hardware and software and developing a robust data management system that can support the collection, analysis, and storage of large amounts of data. It’s also important to have a team of experienced technology professionals who can manage the implementation and maintenance of technology solutions.

To ensure the effective implementation of innovative technology, it’s important to have a strong focus on user adoption. This requires engaging with healthcare providers and patients to understand their needs and preferences and designing technology solutions that are intuitive and user-friendly. This approach has been shown to be effective in increasing adoption rates and improving outcomes. For example, a study published in the Journal of the American Medical Association found that an AI-powered diagnostic tool was more effective when healthcare providers were engaged in the development process and provided with training and support.

Case Studies from Around the World

Innovative technology is transforming the med-tech industry worldwide, with companies using advanced solutions to improve patient outcomes, streamline operations, and drive revenue growth. In this section, we will showcase some case studies from around the world that illustrate how innovative technology is driving growth in the med-tech industry.

United Kingdom

Sensyne Health is a UK-based healthcare company founded in 2018 by Lord Paul Drayson. The company uses artificial intelligence (AI) to develop innovative healthcare solutions that improve patient outcomes and reduce costs. Sensyne’s clinical AI technology is used to create predictive algorithms to help healthcare providers identify patients at risk of developing certain conditions. By analyzing patient data in real-time, Sensyne’s technology can help clinicians to identify patients who may benefit from early intervention, ultimately leading to better health outcomes and reduced costs.

Sensyne has partnered with several UK-based hospitals and research organisations to develop and test its solutions. One notable partnership is with the University of Oxford’s Big Data Institute. Sensyne is working with researchers to create predictive models for conditions such as heart failure and sepsis. Using AI to analyze large datasets, Sensyne, and its partners can develop highly accurate predictive models to help clinicians make better decisions and improve patient outcomes.

In addition to its partnerships, Sensyne has also reported impressive financial results. In 2020, the company reported a 43% increase in revenue, driven by strong demand for its technology solutions. Sensyne has also secured several large contracts with UK-based healthcare providers, including a partnership with Chelsea and Westminster Hospital NHS Foundation Trust to develop a digital early warning system for patients with COVID-19. 

By developing predictive algorithms and using AI to analyze patient data, Sensyne is helping improve patient outcomes and reduce costs, securing impressive financial results, and establishing partnerships with leading healthcare providers and research organisations.

Europe

Ada Health is a Berlin-based company that has developed a mobile app that uses AI to help patients diagnose their symptoms. The app asks users questions to determine the possible causes of their symptoms and provides personalised health recommendations. Ada Health partners with several European health systems, including the UK’s National Health Service (NHS). It is helping to reduce the burden on healthcare providers by empowering patients to take a more active role in their healthcare.

USA

Atrius Health is a US-based healthcare organisation that is at the forefront of using virtual care technology to improve patient outcomes and reduce costs. The organisation was founded in 2004 and is headquartered in Newton, Massachusetts. Atrius Health provides a wide range of healthcare services to patients in the New England area, including primary care, speciality care, and behavioural health services.

By leveraging virtual care technology, Atrius Health can connect patients with healthcare providers remotely, reducing the need for in-person visits and improving patient access to care. In recent years, the organisation has reported significant improvements in patient satisfaction, clinical outcomes, and cost savings.

One example of Atrius Health’s success is its implementation of virtual group visits, which allow patients with similar conditions to receive care together remotely. By connecting patients with each other and with healthcare providers, virtual group visits have been shown to improve patient engagement and satisfaction while also reducing the need for in-person visits and improving health outcomes. According to Atrius Health, patients who participated in virtual group visits for diabetes management had a 5.9% reduction in HbA1c levels, compared to a 2.4% reduction for patients who received usual care.

Atrius Health has also reported significant cost savings due to its virtual care initiatives. According to a recent report, the organisation saved more than $15 million in 2019 using virtual care technology. In addition to cost savings, virtual care has allowed Atrius Health to expand its reach and provide care to patients in rural and underserved areas.

By implementing innovative solutions like virtual group visits and focusing on patient engagement, Atrius Health has established itself as a leader in the med-tech industry, with a strong track record of success and a commitment to improving patient outcomes.

India

Practo is an Indian healthcare company that has developed a mobile app that allows patients to book appointments with healthcare providers, access their medical records, and communicate with their healthcare team. The app allows patients to save time and improve their access to care. Practo has also developed a telemedicine solution that enables patients to consult with healthcare providers remotely, improving access to care for patients in rural areas.

Japan

Sony is a Japanese electronics company expanding its presence in the med-tech industry. One of Sony’s recent developments is a wearable device that can monitor vital signs, such as heart rate and blood pressure. The device uses advanced sensor technology to provide real-time patient health monitoring, allowing healthcare providers to detect potential issues before they become serious.

In 2018, Sony announced the release of its wearable device, the Wena Wrist Pro. The device has sensors that can detect heart rate, blood pressure, and other vital signs. It also has an NFC chip, allowing users to make payments and access public transportation. The device can connect to a smartphone app, allowing users to monitor their health data and share it with healthcare providers.

The Wena Wrist Pro has been used in several hospitals in Japan to improve patient outcomes and reduce costs. For example, in 2019, Sony partnered with Osaka University Hospital to conduct a pilot study using the Wena Wrist Pro to monitor patients with congestive heart failure. The study found that the device was effective in detecting changes in patient health, allowing healthcare providers to intervene before serious complications occurred.

Toshimoto Mitomo, Deputy Senior General Manager of Sony’s AI Robotics Business Group, says, “We see healthcare as a very important business domain for Sony. We are committed to developing technology that can help people lead healthier, more fulfilling lives.” In addition to the Wena Wrist Pro, Sony is also developing other healthcare technologies, such as a biometric sensor that can measure stress levels and a robotic pet that can provide companionship for elderly people.

Overall, Sony’s development of the Wena Wrist Pro is an example of how wearable technology can be used to improve patient outcomes and reduce costs in the med-tech industry. With its advanced sensor technology and smartphone connectivity, the Wena Wrist Pro has the potential to revolutionise the way patients and healthcare providers monitor and manage health.

China Ping An Good Doctor is a Chinese healthcare company that has developed a telemedicine platform that connects patients with healthcare providers remotely. The platform uses AI to provide diagnosis and treatment recommendations and has been used by millions of patients across China and Southeast Asia. The company has reported significant growth in recent years, driven by increasing demand for telemedicine solutions in the region.

Singapore 

Holmusk is a Singapore-based healthcare company at the forefront of using innovative technology to improve mental health services. The company was founded in 2015 by Nawal Roy and has since established itself as a leader in the med-tech industry, focusing on using AI to provide personalised therapy for patients.

Holmusk’s mental health platform, “Big White Wall,” uses AI to analyze patient data and provide customised treatment plans. The platform can identify potential risk factors for mental health issues, such as depression and anxiety, and provide early intervention to prevent serious complications. The platform also includes a community feature, allowing patients to connect and share experiences.

Holmusk has partnered with several healthcare providers in Singapore to improve access to mental health services. One notable partnership is with National University Hospital (NUH), where Holmusk provides its mental health platform to patients with chronic illnesses. According to NUH, the partnership has resulted in a 30% reduction in hospital admissions and a 60% reduction in emergency department visits among patients with chronic illnesses.

In addition to its partnerships in Singapore, Holmusk has expanded to other countries in the region, such as Malaysia, Indonesia, and the Philippines. The company reported impressive growth in recent years, with a 50% increase in revenue in 2020 and a valuation of over $100 million.

According to Nawal Roy, Founder and CEO of Holmusk, “Our mission is to improve mental health outcomes for millions of people around the world. By using AI to provide personalised therapy, we are helping to address the global mental health crisis and improve access to care for those who need it most.”

Canada 

MindBeacon is a Canadian mental health company that has developed an online platform that provides personalised therapy for patients with mild to moderate mental health concerns. The platform uses AI to match patients with licensed therapists and provides access to interactive exercises and guided meditations. MindBeacon has partnered with several Canadian employers and health plans to improve employee access to mental health services.

Thailand

OmiseGO is a Thai fintech company that has developed a blockchain-based payment system for healthcare transactions. The platform allows healthcare providers to securely and efficiently manage payment and insurance transactions, reducing administrative burdens and improving patient experiences. OmiseGO has partnered with several Thai health systems to implement its payment system.

Indonesia

Halodoc is an Indonesian healthcare company that has developed a mobile app allowing patients to consult remotely with healthcare providers. The app provides access to various healthcare services, including telemedicine, pharmacy delivery, and lab tests. Halodoc has partnered with several Indonesian health systems to improve access to care for patients in remote areas.

Vietnam

eDoctor is a Vietnamese healthcare company that has developed a telemedicine platform allowing patients to consult remotely with healthcare providers. The platform provides access to various healthcare services, including online consultations, prescription delivery, and lab tests. eDoctor has partnered with several Vietnamese health systems to improve access to care for patients in remote areas.

Philippines

HealthNow is a Philippine healthcare company that has developed a telemedicine platform that connects patients with healthcare providers remotely. The platform provides access to various healthcare services, including virtual consultations, e-prescriptions, and lab tests. HealthNow has partnered with several Philippine health systems to improve access to care for patients across the country.

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What does the future hold for med-tech?

Futurists predict that technological innovations will significantly impact the med-tech industry in the next decade, with several advancements expected to transform the way healthcare is delivered. Here are a few predictions:

  • Increased Use of Artificial Intelligence (AI): AI will play an increasingly important role in healthcare in the next decade, with the potential to improve diagnosis, treatment, and patient outcomes. AI-powered tools can analyze large amounts of data quickly and accurately, allowing healthcare providers to make more informed decisions.
  • More Personalised Medicine: Advances in genomics, wearables, and other technologies are expected to enable more personalised medicine. Healthcare providers can tailor treatments to each individual’s unique needs by analyzing a patient’s genetic makeup and other factors.
  • Greater Use of Robotics: Robotics will play an increasingly important role in healthcare, with the potential to improve surgical outcomes, assist with rehabilitation, and provide remote care. While robots are unlikely to replace doctors entirely, they will assist with certain tasks, such as surgery, and provide support for patients in areas such as physical therapy.
  • Telemedicine and Remote Care: The COVID-19 pandemic has accelerated the trend toward telemedicine and remote care, which will continue to grow and evolve. Telemedicine and remote care enable patients to access healthcare services from anywhere, reducing the need for in-person visits and improving access to care, especially in rural or underserved areas.

The med-tech industry is undergoing a period of rapid transformation driven by the power of innovative technology. From AI and machine learning to wearables and telemedicine, technology solutions are improving patient outcomes, streamlining operations, and driving revenue growth. 

As the med-tech industry evolves, companies must stay up-to-date with the latest trends and best practices. By assessing the needs of their target audience, identifying key performance indicators, building a solid technology infrastructure, and focusing on user adoption, brands in the med-tech space can position themselves for success in the years ahead.

Want more insight into the world of med-tech? Download our comprehensive trend report “Feeling Good: Powering the Next Gen of Fitness and MedTech” here.

According to a report by MarketsandMarkets, the wearable technology market is expected to reach $54 billion by 2023. Understanding consumer behaviour related to wearable technology is more important than ever. Analyzing consumer behaviour can provide valuable insights for product marketing managers and research executives, enabling them to design products that meet different consumer segments’ needs and preferences and develop effective marketing and pricing strategies. 

This blog will examine the various facets of consumer behaviour related to wearable technology, including purchasing habits, usage patterns, and perceptions of the technology. Through this analysis, we can better understand the needs and preferences of different consumer segments and how companies can cater to these needs to stay competitive in this growing industry.

Wearable technology refers to electronic devices worn on the body, typically as accessories or clothing items. These devices are designed to track or collect data related to the wearer’s health, fitness, and daily activities, among other things. Examples of wearable technology products include smartwatches, fitness trackers, and augmented reality glasses.

The benefits of wearable technology from a consumer perspective are numerous. Wearable devices can help individuals track their fitness goals, monitor their health metrics, and stay connected to their digital lives on the go. A recent study by Grand View Research estimated that the global wearable technology market size is expected to reach $104.39 billion by 2027, with the health and fitness segment being the largest market.

However, there are also drawbacks to wearable technology that should be considered. One concern is the potential invasion of privacy, as these devices collect and transmit data about the wearer’s personal life. Another drawback is the potential for distraction and over-reliance on technology, as wearers may become too focused on their devices instead of their surroundings.

As wearable technology continues to evolve, so do its benefits and drawbacks. The late fashion designer Karl Lagerfeld once said, “Technology has to be invisible. Wearable technology must be beautiful.” This sentiment reflects the desire of consumers for devices that not only function well but also look good and feel comfortable to wear.

Despite the potential drawbacks, wearable technology is poised to continue its growth in popularity as more consumers seek to integrate technology into their daily lives. As the benefits of these devices become more widely recognised and as technology continues to advance, wearable technology is likely to play an increasingly important role in the future of consumer technology.

Wearable Technology Timeline

  • 1975: The first wearable computer, the “Wearable Computer for Computerised Conference Control,” is created by Edward Thorp and Claude Shannon.
  • 1994: Seiko releases the first smartwatch, called the Seiko MessageWatch.
  • 1999: The first Bluetooth headset, developed by Ericsson, is released.
  • 2008: Fitbit releases its first fitness tracker, the Fitbit Classic.
  • 2010: The first generation of the Apple Watch is released, marking Apple’s entry into the wearable technology market.
  • 2012: Google releases Google Glass, a pair of smart glasses that use augmented reality technology.
  • 2014: The first Android Wear smartwatches, including the LG G Watch and the Samsung Gear Live, are released.
  • 2015: The Apple Watch Series 1 is released, which includes features such as heart rate monitoring and fitness tracking.
  • 2016: Pokemon Go, an augmented reality mobile game, becomes a worldwide sensation and brings attention to the potential of augmented reality technology in wearable devices.
  • 2017: Fitbit acquires Pebble, a popular smartwatch brand.
  • 2018: Apple releases the Apple Watch Series 4, which includes advanced health features such as an ECG monitor and fall detection.
  • 2019: The global wearable technology market is valued at $32.63 billion, according to a report by Grand View Research.
  • 2020: The COVID-19 pandemic increases demand for wearable technology that can monitor health metrics, such as temperature and oxygen levels.
  • 2021: Wearable devices continue to gain popularity, with features such as sleep tracking, stress monitoring, and more advanced fitness tracking capabilities.

Wearable Tech Consumer Purchasing Habits 

Consumer purchasing habits play a crucial role in the wearable technology industry, directly influencing product design, marketing, and pricing strategies. 

Here are some of the main factors that influence consumers’ decisions to purchase wearable technology:

  • Health and Fitness Goals: Consumers who prioritise health and fitness are more likely to purchase wearable technology devices, such as fitness trackers and smartwatches, that can help them monitor their activity levels, sleep patterns, and overall health metrics. According to a 2021 survey by Statista, 53% of wearable technology users in the United States use their devices to track fitness and health.
  • Fashion and Style: Wearable technology designed to be stylish and aesthetically pleasing can appeal to fashion-conscious consumers. For example, luxury watch brands such as TAG Heuer and Fossil have introduced smartwatches that combine fashion and technology to cater to this market.
  • Compatibility with Other Devices: Consumers who already own other devices, such as smartphones or laptops, may be more likely to purchase wearable technology compatible with their existing technology. This can include devices that use the same operating system, such as Apple’s ecosystem of products, or devices that integrate with popular apps and services.
  • Price: The cost of wearable technology devices is important for many consumers. According to a 2021 report by PwC, price was the most important consideration for 60% of respondents considering purchasing a wearable device.

Consumer purchasing habits also vary depending on the demographic and psychographic characteristics of different consumer segments. For example, younger consumers may be more likely to purchase wearable technology as they are more likely to be early adopters of new technology. Similarly, consumers with higher incomes may be more likely to buy luxury wearable devices, while consumers who prioritise environmental sustainability may be more likely to purchase eco-friendly wearable technology.

According to a 2020 report by IDC, the top five wearable technology vendors in market share are Apple, Xiaomi, Samsung, Huawei, and Fitbit. These companies cater to different market segments and offer a range of products at different price points. For example, Apple’s high-end smartwatches and earbuds appeal to consumers who prioritise technology and style, while Fitbit’s fitness trackers cater to consumers who prioritise health and fitness.

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Wearable Technology Usage Patterns

Wearable technology has a wide range of applications and features that make it appealing to consumers. Here are some of the ways that consumers use wearable technology and the features and functionalities that are most important to them:

  • Fitness Tracking: Wearable technology is popular for fitness tracking, with features like step tracking, heart rate monitoring, and calorie tracking. According to a 2021 survey by Statista, 57% of wearable technology users in the United States use their devices for fitness and exercise.
  • Health Monitoring: Wearable technology can also be used for health monitoring, with features like blood pressure monitoring, sleep tracking, and medication reminders. This is especially important for ageing populations or individuals with chronic health conditions.
  • Communication and Connectivity: Wearable technology can be used for communication and connectivity, with features like phone calls, messaging, and social media integration. This is particularly useful for busy professionals or individuals always on the go.
  • Entertainment and Gaming: Wearable technology can be used for entertainment and gaming, with features like music streaming, video playback, and augmented reality games. This is popular among younger consumers who prioritise entertainment and technology.
  • Workplace Applications: Wearable technology can be used in workplace applications, such as industrial settings where workers need to be hands-free or in retail environments where workers need to access inventory and customer data quickly.

The features and functionalities that are most important to consumers vary depending on the device’s intended use. For fitness trackers and smartwatches, consumers prioritise features such as battery life, accuracy, and ease of use. For workplace wearables, consumers prioritise durability, connectivity, and compatibility with existing systems.

Usage patterns also vary among different consumer segments. For example, according to a 2021 survey by YouGov, men are more likely than women to use wearable technology for fitness and exercise purposes, while women are more likely to use wearables for health monitoring. Similarly, younger consumers are more likely to use wearable technology for entertainment and gaming, while older consumers prioritise health and fitness tracking.

Brands that have successfully tapped into different usage patterns and consumer segments include Fitbit, Apple, and Samsung. Fitbit’s range of fitness trackers and smartwatches cater to consumers who prioritise health and fitness, while Apple’s high-end smartwatches appeal to consumers who prioritise technology and style. Samsung offers a range of smartwatches with features such as cellular connectivity and long battery life, which appeal to consumers who prioritise connectivity and convenience.

Overall, wearable technology is a versatile and multi-functional technology that appeals to a wide range of consumers. Understanding the different usage patterns and preferences of different consumer segments will be critical for companies in this industry to continue innovating and meeting the evolving needs of consumers.

Perceptions of Wearable Technology

Consumer perceptions of wearable technology play a significant role in the success of these devices in the market. Here are some of the attitudes and beliefs that consumers may have about wearable technology:

  • Convenience: Many consumers perceive wearable technology as convenient, allowing them to access information and stay connected without pulling out their smartphones.
  • Health and Fitness Benefits: Consumers who prioritise health and fitness perceive wearable technology as a tool for improving their overall health and fitness goals by tracking their activity levels, sleep patterns, and other health metrics.
  • Fashion and Style: Consumers who prioritise fashion and style may perceive wearable technology as an accessory that complements their personal style and reflects their personality.
  • Privacy and Security Concerns: Some consumers are concerned about wearable technology’s privacy and security implications, as these devices can collect and transmit sensitive data about the wearer’s personal life.
  • Stigma and Social Acceptance: Some consumers may perceive wearable technology as stigmatised or socially unacceptable, especially if the devices are bulky, unattractive, or otherwise conspicuous.
  • Limited Battery Life: Many wearable devices have limited battery life, which can be a source of frustration for consumers who need to use them throughout the day.

Factors influencing consumers’ perceptions of wearable technology include product design, marketing messaging, and media coverage. For example, Apple’s sleek and stylish smartwatches have helped to rebrand wearable technology as a fashion accessory. In contrast, Fitbit’s focus on health and fitness has helped to position wearable technology as a tool for self-improvement.

In terms of concerns and misconceptions, wearable technology companies have worked to address issues such as privacy and security by implementing data encryption and user consent measures. For example, Fitbit’s privacy policy states that user data is encrypted and anonymous and that users can choose whether or not to share their data with third-party apps and services.

Media coverage and public perception also play a role in shaping consumer attitudes toward wearable technology. For example, the Google Glass project was ultimately discontinued in 2015 due to negative media coverage and privacy concerns. However, other products, such as smartwatches and fitness trackers, have continued to gain popularity as consumers become more comfortable with the technology and its benefits.

Overall, understanding consumer attitudes and perceptions towards wearable technology is crucial for companies in this industry to design products that meet consumers’ needs and preferences and address concerns and misconceptions that may impact adoption rates. As wearable technology continues to evolve and become more integrated into daily life, consumer perceptions and attitudes will be key factors in its success.

Understanding consumer behaviour related to wearable technology can provide valuable insights for product marketing managers and marketing executives. Here are some recommendations and implications for these professionals based on the analysis of consumer behaviour:

  • Design products that meet the needs and preferences of different consumer segments: Consumer behaviour analysis can help brands identify the segments of consumers likely to purchase wearable technology, as well as the features and functionalities that are most important to them. This information can be used to design products that meet these segments’ specific needs and preferences.
  • Address privacy and security concerns: Privacy and security concerns are among consumers’ top concerns about wearable technology. Brands should address these concerns, such as implementing data encryption and user consent measures and communicating these measures clearly to consumers.
  • Emphasise the benefits of wearable technology: Consumers are more likely to purchase when they understand its benefits. Brands should emphasise the convenience, health, and fitness benefits, and other features that make wearable technology a valuable addition to consumers’ lives.
  • Innovate with new features and functionality: As wearable technology continues to evolve, brands should look for new features and functionality that can enhance the value and appeal of these devices. For example, advances in biometric technology and augmented reality has the potential to open up new possibilities for wearable technology.
  • Use pricing strategies that cater to different consumer segments: Consumer behaviour analysis can also help product marketing managers and executives to identify the different pricing strategies that are most effective for different consumer segments. For example, luxury smartwatch brands may be able to charge higher prices for their products, while budget fitness tracker brands may need to compete on price to attract price-sensitive consumers.

According to a report by MarketsandMarkets, the wearable technology market is expected to grow at a CAGR of 15.5% from 2021 to 2026, highlighting the importance of developing effective strategies to stay competitive in this growing industry. By considering these recommendations, companies can develop effective product design, marketing, and pricing strategies that cater to the needs and preferences of different consumer segments. 

As technology continues to evolve, so will the world of wearable technology. As Steve Mann, a pioneer in wearable computing, once said: “Wearable computing is the next stage in the digital revolution. Combining technology with fashion can make our devices more personalised and integrated into our lives.”

Understanding consumer behaviour towards wearable technology is crucial for brands to design products that meet the needs and preferences of different consumer segments and to develop effective marketing and pricing strategies. 

As the wearable technology market continues to grow, companies in this industry will need to stay vigilant and continue to innovate to meet the evolving needs of consumers.

By analyzing consumer behaviour, addressing concerns and misconceptions, and emphasising the benefits of wearable technology, companies can position themselves for success in this dynamic and rapidly-growing industry. As wearable technology becomes more integrated into daily life, the potential for innovation and growth in this field is limitless.

Learn more about the wearable technology industry in our comprehensive trend report Feeling Good: Powering the Next Gen of Fitness and Medtech. Download here.

Back in the day, Qualitative research was all about understanding the person behind the responses by watching his actions, behaviour, mood, tonality, and other giveaways while talking about specific products and services. We still do it (some of it) but with less dependency on human competence and more reliance on the tools believed to be fast, precise, and less intruding.

In Qual research, most of these tools are used for analyzing data, app testing, and emotion decoding through Artificial Intelligence (A.I.), which can address multiple research studies like UI/UX testing, NPD, product/concept test, etc. While these tools help capture the required details without bias, they still have some limitations.

Typical Qual research is done to understand:

  • Human behaviour and interaction with various categories (brands/ services/products)
  • Trends and impact 
  • Product and concept evaluation
  • Segmentation (Pen portraits)
  • U&A 
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Researchers apply various approaches to meet the objectives depending on the overall scope of the research project. However, basic principles like the need to be an open-ended, free-flowing discussion to gain in-depth knowledge and reasons for a particular behaviour or response and generate actionable insights stay the same. 

These days, technology is helping make research much more accessible and cost-effective for brands, but it is yet to be seen if it serves the intended purpose.

Before the pandemic, online interactions were not a preferred research methodology for most brands as they offered a different experience than face-to-face interaction and were considered an ‘optional methodology.’ 

However, the pandemic changed that as there was no option other than doing online research and gradually posting using an online methodology for various research activities. Brands found it to be both cost and time effective. With this began the race for offering/ innovating several tech/ tools to enable Qual research to deliver insights irrespective of situational limitations. There are hundreds of ‘tech research agencies/boutiques’ currently offering various tech solutions like UI/UX, Neuro, A.I.-enabled analysis (from transcriptions/ recording), and emotion decoding tools, and a considerable amount of R&D is already happening in this area.

These tools are certainly helpful in today’s era when not just research but the overall ecosystem is evolving, and tech has become the backbone of any new venture. There are so many start-ups today, and India has emerged as one of the growing ecosystems for start-ups; currently ranked third globally with over 77,000 start-ups, this number is growing yearly. 

Most start-ups are tech-based and have apps for better user experience, easy access to data, and increasing adoption rate of new services and products.

Most of these start-ups utilise research to get feedback on UI/UX and check what can be improved to provide a better experience and increased engagement. A few years back, researchers typically carried out these research activities at a CLT set-up with a couple of cameras. Still, now this can be done on mobile phones using another platform (app) for decoding user interaction with the app to be evaluated.

Tech has helped explore new avenues and reshape old methodologies like G.D.s, Ethnos, and diary placements. Now, online methods are used widely, and it is still to be seen whether this phenomenon will stay.

While online methods have certain limitations, like missing the human connection —one of the basics of any Qual research, there are certain aspects wherein technology is not as helpful or hasn’t yet been developed to cater to those needs in terms of tech evolution / AI.

But there are certain spheres wherein technology has worked brilliantly for multiple reasons.

India is extremely tech-friendly.

Most of the brains in the tech world are from India, and we indeed take pride in saying that. People in India are curious and open to using new technology in every sphere of their life —be it a smartwatch, smart T.V., payment apps, food ordering apps, health trackers, cab booking apps, or high-end technology like smart homes or A.I. technology. With a growing number of start-ups, a young workforce, and evolving technology, end users prefer new tools and products for better, unbiased, and faster results. However, cost efficiency is still a grey area that will also be addressed as time goes by.

Learn more about how to develop a market entry strategy for India here.

It helps understand the customer.

Marketers want to know their customers better to increase sales and saliency through precise and tailored communications. 

Brands track data to get a complete understanding of their potential customer and offer relevant products/services. This helps close the “say-do” gap, and layering this with specific Qual interactions helps in a deeper understanding of this behaviour.

It is cost-effective.

Though using technology for online interactions, mobile or digital diaries, and online communities is more economical than face-to-face interactions, other dimensions like UI/UX tools and analysis tools are still expensive, and only a few agencies offer integrated solutions. This area will undoubtedly see many innovative solutions that address issues cost-effectively in the coming years.  

It removes bias and is more credible and faster.

Using apps/ tools/ tech for capturing and analyzing data adds credibility and saves time. Respondents can upload pictures/ videos in real-time and share their stories with a broader group or in a one-to-one setting. Less human intervention removes bias, and data output can be visualised in multiple ways per the client’s requirement.   

Though there is nothing wrong with moving ahead with time, there are pros and cons of using technology for Qual research. It remains to see what else tech can add to understand human beings better, as Qual research is not just about evaluation but also about understanding the subject more deeply. Face-to-face interactions help form a temporary bond and comfort level wherein respondents share much information about themselves, their family, occupation, finances, and buying behaviour, which is a shortfall when it comes to online interactions or using any tool/tech.    

Tech can be an enabler but not a tool to understand human emotions through superficial levels. We can decode a few things like facial emotions and System I/II responses, but a deep and detailed understanding of a particular human being would always require human intervention. It is yet to be seen how much more we can do with ever-evolving technology and how it can impact the market research ecosystem. But one thing is certain: traditional Qual is here to stay as no amount of technology can completely replace human-to-human interaction and understanding, at least not in the near future.

The fitness industry is rife with technology trends that have recently transformed the industry. One of the most significant digital fitness trends worldwide is the rise of fitness apps. A fitness app is an application related to health or fitness that users can download on smart devices, such as laptops, phones, and tablets. It may be accessible on the Android and iPhone operating systems. Fitness apps use artificial intelligence, machine learning, and other technologies to give users customised workout plans. 

Fitness users see tremendous value in online training because it is entertaining, provides many new opportunities and workouts, and allows them to share their experiences or compete with other app users.

Another reason for the rapid adoption of these fitness apps, which give users instructions on exercise routines, diet and nutritional programs, physical activity tracking, and other fitness and well-being-related topics, is convenience.

Apart from that, these apps provide access to real-time data, which allows users to track progress over time. Most apps provide users with an opportunity to win new training milestones. They can be used with other devices, such as a heart monitor, to offer workouts and levels and motivate users to perform just like a trainer or coach would in a live class.

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The global fitness app market was valued at USD 1.21 billion in 2021 and is projected to reach USD 5.41 billion by 2030, registering a CAGR of 18.1 percent from 2022 to 2030. 

According to the online public health resource, more than 97,000 fitness and health apps are on tablets and mobile devices (Health Works Collective). Additionally, roughly 15 percent of smartphone users between 18 and 29 have installed health apps, and approximately 52 percent access health-related information through their devices. 

According to a survey of users in the United States conducted during the third quarter of 2022, awareness of mobile fitness tracking apps reached 86 percent of respondents in the last measured quarter. Also, 34 percent of respondents actively used apps in this category.

Despite the many benefits and the convenience of working from anywhere, not everyone will transition entirely to online training. Current trends show that most people are looking for a hybrid approach and will take a class or go to the gym while also working out using a fitness app. 

Let’s examine the Sweat fitness app case study to understand what drives the fitness app market. 

Case Study: Sweat

From personal trainer to managing the biggest fitness community in the world, Sweat is a fitness app that built a community to succeed in the highly competitive fitness app market.

The Big Idea behind Sweat

Kayla Itsines, an Australian personal trainer, started a fitness business at 18 from her home in Adelaide. She soon discovered the mobile device as the perfect tool to help her clients achieve their fitness goals. She joined hands with two other personal trainers and launched Sweat: Kayla Itsines Fitness app. This resulted in a complete fitness program, the Bikini Body Guide, with two options for home and gym.

The program SELF-Post: Pregnancy with Kelsey Wells focused on new mothers and Yoga lessons with Sjana Elise Earp for a healthy body and mind. In this manner, Kayla ensured users wouldn’t sway toward other apps if Sweat could become their go-to for total body and mind well-being. 

Let’s look closely at the main strategies used to acquire valuable users and turn the app into a multi-million dollar brand. 

The idea behind the app was not how you look but how you feel. The app was built on a “try-before-buy” concept. Like many other apps, the app offers users a free trial for a week. At the end of the seven-day trial period, users must subscribe and pay a monthly fee of $19.99. Therefore, if they see results in the first seven days and feel it is a worthwhile investment, it is easy to hook them in with the free trial period. 

The app is hyper-focused on its target audience, primarily women —the branding, content, and style are all targeted toward women. 

Sharing results with before and after pictures

The app uses before and after pictures to demonstrate its effectiveness. This is what helped grow subscribers and kept bringing them back. As Kayla shared her clients’ results, she managed to retain and grow her subscriber base. By adding the other two programs to the app with Elise and Kelsey, she ensured they stayed consistent with other apps. 

Becoming an Influencer

From not knowing much about the social media landscape to make the list of most appreciated fitness trainers on Forbes, Kayla leveraged her following to grow the app organically. Her YouTube channel has a sleuth of videos that women can follow worldwide, and she currently has 412,000 subscribers. She leveraged social media to grow her subscriber base by using organic techniques to acquire new users. 

Building a community

Kayla tapped into the power of community to reach millions of women worldwide. 

Since its inception, the Sweat app has been downloaded more than 30 million times. In 2020, the app generated USD 99.5 million in revenue. Sweat’s success lies in its community-first approach, as users share before and after pictures and success stories. This, in turn, keeps other users motivated as they can see the results and believe that it can happen to them, too, if they stick with the program. 

In 2021, Kayla sold Sweat, their popular workout platform, to fitness-tech company iFit for a reported USD400 million. 

By increasing engagement, fitness apps have proved to be an excellent solution for users worldwide. These apps are also perfect for studio owners looking to supplement their regular brick-and-mortar service. 

Technology is progressively making a place for itself in fitness routines and monitoring and treating many chronic diseases.

How do you ensure your brand has its finger on the pulse of this dynamic market and constantly changing consumer preferences?

Download our full report, “Feeling Good: Powering the Next Generation of Fitness and Medtech,” report and find out how brands like Peloton, ŌURA, Noom, Headspace, and others are navigating a fiercely competitive market.

At Kadence, we pride ourselves on being at the forefront of research innovation. We identify and explore how emerging technologies will reshape the research landscape- and share findings with the industry.

Our primary focus is identifying developments that will enhance the richness and depth of insights we deliver to our clients.

In recent years we have partnered with clients to pilot a range of new methodologies:

● Artificial Intelligence in qualitative research with Starbucks
● Blockchain survey sampling with Unilever
● Augmented Reality pack-testing with Asahi

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In late 2021 it was hard to avoid talk of the Metaverse, including Facebook’s repositioning to focus on virtual reality and augmented reality and the change of company name to ‘Meta’. Alongside Meta, there were vast inflows of investment into the metaverse infrastructure from tech giants such as Microsoft, Apple, and NVIDIA. At the same time, the falling cost of VR headsets made these accessible to many consumers (an Oculus Quest 2 VR headset fell to around £300).

As opportunities for customisation grew, our focus turned to the Metaverse and, specifically, a curiosity to understand whether the exciting developments present an opportunity for the research industry. To explore this, we partnered with a major US media brand.

Over the past few months, we have undertaken a comprehensive program of qualitative exercises in the Metaverse, an industry-first. Our pilot included focus groups, triads, and depth interviews.

All respondents and moderators participated using VR headsets. We tested a range of qualitative exercises (including co-creation), seeking to make the most of the tools available within the metaverse environment.

As well as assessing the quality and depth of insights gathered, we also examined the nature and quality of interactions between participants. Additionally, we investigated respondents’ ease of use and technical challenges that could inform future use.

The pilot has now concluded, and we are excited to share and discuss our groundbreaking learnings with the industry over the coming months at various conferences. 

 We will be sharing our conclusions on the following topics:

● Can we successfully harness this infrastructure to conduct qualitative research?

● What benefits does this offer over face-to-face and online methods?

● What opportunities exist for market research in the short-term and medium term?

● Will the Metaverse reshape our industry?

Please get in touch to learn more about our work in the Metaverse.

Contact Name: Rupert Sinclair, Head of Insight, UK

Email: [email protected] 

As organisations chart their growth and enter new markets, market research can assist them with these goals through data-driven insights. Market research plays a pivotal role in identifying market trends, uncovering competitive advantages, and discovering consumer intent and behaviours. This helps brands make better decisions based on data. 

Therefore, market researchers are increasingly turning to technology to improve data collection methods, research processes, and consumer insights presentations. Technology allows researchers to reduce costs, boost productivity and increase efficiencies in all primary functions. 

Machine learning and artificial intelligence are at the forefront of technological breakthroughs transforming the market research industry. These and other technologies allow more efficient and meaningful data collection and analysis. 

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Let’s take a closer look at the most important technological trends in market research.

  1. Artificial Intelligence (A.I.)

Artificial intelligence (A.I.) is the ability of a computer or a computer-controlled robot to perform tasks usually done by humans and associated with intelligent beings. In market research, A.I. provides large amounts of unstructured data at scale. 

A.I. is often used in conjunction with traditional methods with excellent outcomes in influencing marketing strategies, delivering service solutions, and uncovering consumer behaviour. It assists people in market research by automating tasks and increasing efficiencies, obtaining deep insights from a large amount of data, and enabling them to use natural language processing (N.L.P.) for better understanding. 

Most people understand that traditional market research is about online surveys. A.I. allows surveys to be conducted via voice. For instance, brands are using voice survey tools to collect data that sounds more human. This is an incredible new development that allows users to provide feedback hands-free. For researchers, this is a qualitative approach that speaks volumes regarding the emotions behind the words. It captures the true sentiment of the participants. 

2. Eye-tracking

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

It is now possible to record everything about how the eye interacts with everything in front of it. Using infrared light and high-resolution cameras, market researchers can track how eyes move in response to stimuli. They can, therefore, unlock real-time emotions and consumer reactions, obtaining insightful and quantifiable data behind consumer reactions and behaviour.

3. Real-time feedback

Real-time feedback is a type of qualitative market research methodology in which you receive live feedback from users or visitors on your website or app. 

Mobile diaries allow brands to obtain “in-the-moment” real-time responses. They don’t have to recall their experiences from a few days or weeks ago; they can provide real-time feedback, for instance, while interacting with your app or product. 

Most people always have their phones with them, not necessarily a traditional journal or diary.

4. Microdata

We hear and read about “big data,” but microdata is becoming increasingly crucial. Microdata is data about individual consumer activity. 

Microdata is data on the characteristics of units of a population, like individuals, establishments, or households, collected by a census or survey. 

A good understanding of individual consumer behaviour supports more targeted business decisions. So while big data is essential, certain decisions cannot be made using macro data methodologies.  

5. Augmented Reality (A.R.)

According to Investopedia, “Augmented Reality (A.R.) is an enhanced version of the real physical world that is achieved through digital visual elements, sound, or other sensory stimuli delivered via technology.”

We partnered with Asahi on a pilot designed to explore the applications of augmented reality in package testing. The pilot was focused on one of Asahi’s flagship brands: Fuller’s London Pride. London Pride is already the capital’s number one ale. Still, as part of a strategic drive to bring the brand to more ale lovers nationally, Asahi wanted to test a new concept for the packaging against the existing bottle design.

Read the complete case study on how we ran an industry-leading pilot test on A.R. in market research to discover its applications to pack testing. 

Virtual environments have provided brands and market researchers with a more accessible and less expensive way of product concept testing, feasibility analysis, and interpreting consumer behaviour regarding a new and developing product.

Brands use A.R. to help consumers view a product, like a piece of furniture in their surroundings. It provides the brand with feedback on how a product can work for customers. It is also far less expensive than a focus group or shipping the product to the consumer. 

6. Internet of Things (IoT) and Wearables

Internet of Things (IoT) refers to a network of connected objects or devices that can collect and exchange data in real-time using embedded sensors. Cars, thermostats, lights, and window blinds, can all be connected to collect and exchange information over a network using sensors. 

Internet of Things (IoT) devices are a goldmine of data with many facets of consumers’ everyday lives. Let’s say a company wanted to measure the activity levels of consumers in the new year. They will get rich data from a wearable device like a Fitbit or Apple watch (with the user’s permission).

7. Social targeting

Social media targeting is the ability to post or advertise certain content to specific audiences. These can be chosen by the person posting or the advertiser to include niche audiences based on demographics, interests, etc. 

There are over 4.55 billion social media users worldwide, and that’s where most people congregate nowadays. Advertisers have leveraged the precise targeting of niche audiences to drive leads and sales. 

Brands can target a specific section of the population based on age, gender, interests, behaviours, languages, and even the brands and products they currently use. 

Market researchers can use social sampling to effectively target participants according to what they are looking for based on personal interests, location, and interests. 

Surveying consumers virtually allows them to target specific niches of participants. Researchers can select participants who care about the product or service with precise targeting, resulting in higher response rates.

There are plenty of opportunities to adopt new technologies in market research so brands can get better insights faster. This enables brands to make better decisions based on rich data. 

Technology makes it possible for market researchers to collect data quicker and more accurately and analyse it more effectively. However, they also need to sharpen their skills when using technology. In some cases, it is essential to complement traditional methods with technology. In either case, technology adoption will allow market researchers to spend less time on data collection and analysis and more time on the big picture problem-solving. This will bring more value to the brands and markets they serve. 

Technology to enhance, not replace, the human component 

While technology provides real-time, rich, and robust data and an efficient way to sift through vast amounts of data, it does not replace experience in interpretation. Technology should complement, accelerate, and enhance the market research methodologies, not replace them. 

For instance, automation should be used to reduce the time between putting the survey in the field and retrieving the feedback and responses. But the automation should not replace the interpretation made by an experienced market researcher. 

Market researchers know how to design surveys, ask the right questions, and interpret data. With the advances in technology, they can move from data collection to more big-picture thinking. In a world of automation and data, human beings remain unique in their ability to create and understand people.

Consumer interest in Connected Technology is rising due to the accelerated digital shift to “at-home” trends during the pandemic. With an increasing number of people working, learning, shopping, exercising, and even monitoring their health from the comfort of their homes, the connected technology market is rife with opportunities for brands in a multitude of sectors. 

From AI-enabled voice assistants that can be summoned on command to watches that have gone beyond telling time and have converted our wrists into smartphone holders and health monitoring devices, connected technologies are transforming the way we live, work, and play. 

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Market research and product testing are paramount for the successful launch of connected technology products.

With an increasing number of consumers and households jumping on the connected technology bandwagon, we are collecting more information and data than ever before, which has positive and negative implications for the market research industry.

Market research companies provide product testing services in various industries as they conduct research studies for a range of products before they are launched and help guide new product development. These companies put the products in the hands of the consumers who will be using the technology. 

Product testing is a research methodology that allows brands to gather quantitative and qualitative information about a user’s potential behaviour, reactions, and preferences, like the taste, feel, and smell. For connected technology, often, a prototype is tested in the market before it goes into development. 

What is connected technology?

Connected technology is products with built-in or embedded technology comprising sensors and processors to connect with their environment and other products. 

Connected technology is tied with the Internet of Things (IoT). Watches are no longer used only to tell time; their function has extended to enable text messaging, phone calls, and fitness monitoring. Our homes are getting smarter; our cars go the extra mile to deliver convenience; our offices thrive remotely using real-life collaboration and project management tools. 

Let’s look at some of the main areas where connected technology is unfurling, what the future has in store for consumers, and how brands can match this rapid growth. 

How are people currently using connected technology?

Connected technology has seamlessly integrated into our daily lives and shows no signs of slowing down, and for good reason. The demand for connected technology that provides convenience, comfort, accessibility, and automation is at a historic high. 

To understand the benefits and use of connected tech, let’s look at the main areas we use connected technology in our daily lives. 

There’s no place like a smart home.

Smart homes are redefining our living spaces and becoming more innovative. According to Statista, the global smart home market is worth more than US$126 billion.

Consumers increasingly demand home automation when they purchase a home —and for a good reason. Home automation provides convenience, functionality, security, entertainment, and energy savings. The possibilities are endless. 

For instance, lighting control network systems allow you to control the whole home or building remotely by your smartphone. Sensors turn lights on and off as we enter and exit rooms. Automated window treatments allow you to control a room’s ambient lighting and other aspects remotely. Smart homes also allow for remote access. 

Smart appliances are making life easier for households. Smart Appliances as a segment includes all kinds of connected household appliances. Surveillance cameras and home security systems are getting more advanced. Baby and pet monitors allow people to monitor their babies and pets. 

Consumers in Asia adopt devices more quickly than in North America and Europe, and South Korea leads the way with a 27 percent household penetration rate in 2022. 

Smart homes are not just nice to have anymore. Homeowners are increasingly expecting smart home features, and builders and technology companies are taking note.

Smart homes are getting smarter and now go beyond just thermostats and light dimmers. Technology is becoming much more affordable and accessible, and some smart homes will make your jaw drop.

Consumers are much savvier and increasingly demand technology built into their homes. Even the lower to mid-range new home buyers expect certain smart home features to be part of the build. Therefore, every construction company needs to include these home features or risk falling behind their competitors.

How does the demand for Smart Homes impact brands in the market?

This new trend has many implications for the market. Builders will need to consider privacy and cybersecurity, adjust agreements, make sure devices can “talk” to each other, and have the ability to offer flexibility as new technologies are added in the future. 

With the average household using 25 connected devices, there is considerable pressure to provide a connectivity network far beyond what a regular service provider can deliver. 

The pandemic has also created a new generation of germophobes, and KB Homes, a home builder in the U.S., has launched MERV-13-rated air filters in their communities. Compared to lower-rated air filters, these high-grade residential air filters eliminate dust, pollen, mould, and certain bacteria and viruses for improved air quality. 

Home appliance brands are not only thinking of innovations but also a way to upgrade features into existing smart products. The CES 2022 show in Las Vegas saw AI-powered laundry machines, hands-free faucets, healthier microwaves, next-level smart blinds, and smart bathing technology. 

Connected technology is driving the automobile industry.

Connected technology is designed to connect to a smartphone to do more than play music or route phone calls through the car’s speaker. For instance, you can turn a connected vehicle on or off using a smartphone. It can allow the owner to use an app to control the car or share diagnostic data to remind you when an oil change is due, and so on. 

Connected vehicles on the road connect to a network so all types and sizes of cars can “talk” to each other as they share vital information on safety, road conditions, traffic, and mobility. 

These are just a few instances that barely scratch the surface of what connected vehicles can do.

A Statista report estimates the size of the global connected car fleet to increase more than threefold in the coming years. In 2021, there were about 84 million connected cars in the United States, and it is projected to exceed 305 million in 2035, making the United States the biggest market for connected vehicles.

Europe currently accounts for around 30 percent of the global connected car fleet. The E.U. is one of the regions with significant potential for connected services. 

As of 2019, about half of the motorists in Europe said they were willing to switch car brands to access new connectivity features and services.

For more insights, download our report, “Speed bumps on the Road to Change.”

Wearing your heart on your sleeve. 

According to 1Mordor’s 2020 report: “The connected medical device market is expected to register a CAGR of 18.92% over the forecast period from 2022 to 2027.” The same report showed the Asia Pacific as the fastest growing market and North America as the largest market.

Connected tech in healthcare is also referred to as Connected Care. It may be defined as the real-time, electronic communication between a patient and a medical provider, using digital tools such as remote patient monitors, telehealth, wearable technology, secure messaging, and mobile apps, to name a few. 

For more insights, download our report, “Health and Wellness Trends.”

It is estimated that remote monitoring for healthcare could be worth USD 1.1 trillion by 2025.

Wearable technologies hold a significant share of this market, providing real-time data so health care providers can help patients remotely. They provide convenience and cost-effectiveness by reducing multiple visits to the doctor’s office. With cardiac-related devices expected to be worth USD 800 billion by 2030, there is a massive opportunity for healthcare brands in the cardiac segment for wearables.

These medical devices can be vulnerable to security breaches, impacting their safety and effectiveness because they are computer systems. 

While there are data security risks involved, wearables can detect cardiac arrhythmia conditions causing stroke and allow neurologists to diagnose seizures remotely; the benefits of these products far outweigh any risks. 

Connected tech encompasses your fur babies. 

The pet humanization trend and growing concern amongst pet owners about the health and safety of their pets continues to drive the pet industry’s growth at a CAGR of 6.1 percent. You can now dress your pet in a Banana Republic sweater, insure them with MetLife, and get CBD supplements to calm them down.

This trend is now dovetailing into the pet wearable devices market. According to a recent global market research study, the global market for pet wearables is expected to reach USD 2,5 billion by 2024. Pets can wear these devices to help identify, track, control, and even for medical diagnosis and treatment. Furbo is one such pet wearable in the market that aids anxiety in dogs. A remote pet camera that alerts you when your dog is barking can take dog selfies, and owners can toss treats, all from their smartphones.

Connected technology is reshaping the fitness industry.

One of the first industries impacted adversely by the pandemic was gyms and fitness centres when they were forced to close their doors due to fears of spreading COVID-19. Stuck at home and with more time on hand than ever before, consumers made a beeline for at-home gym equipment. Peloton was at the forefront of this revolution and later bought Lululemon’s Mirror. 

Peloton’s stock has reached highs and has plummeted in what seems like a roller coaster ride. When gyms closed during the pandemic, Peloton’s stock price and product sales were at an all-time high, increasing more than eightfold from March to December 2020. 

An Atlantic article revealed the company had 2.3 million users paying about $40 a month to take classes on its “connected fitness” products by August 2021. 

Google trends show a similar picture.

At-home fitness trends during the Pandemic
At-home Fitness Trends during the Pandemic

The global home-fitness equipment market will grow to $15.13 billion in 2022 at a compound annual growth rate (CAGR) of 9.6%. The at-home fitness market is expected to reach $21.84 billion by 2026.

What does this mean for fitness brands —both in-person gyms and online fitness platforms?

Brands providing fitness solutions inside and outside the home will need to commit to the new normal and an approach that fits consumers’ lifestyles.

Brands that want to become a part of their consumer’s fitness regimen will have to consider a hybrid approach. On-site fitness studios and solutions should utilize a more hybrid approach to keep consumers physically and digitally engaged and connected. They can do this by complimenting their in-person services with a mobile application. At the same time, brands with at-home gym equipment and tools should make data security a priority. 

The intersection of retail and technology elevates the shopping experience —both in-store and online.

Not all businesses survived the pandemic and the recent, rapid shifts in consumer habits, but the ones that did are thriving. These retailers have been able to master the in-store shopping experience. 

Retail technology provides an exciting opportunity to both consumers and retail brands. Connected technology is taking the shopping experience up several notches. While people still shop in these stores, a brand’s physical location is considered one of the many channels. Consumers interact with these stores digitally and will come to expect this from every brand.

From using virtual mirrors to try on clothes to pointing a piece of furniture on your cell phone and placing it in your home, Augmented Reality (A.R.) is changing how we shop and try products. Car shoppers can go into dealerships and customize cars with different colours or styles using their tablets or phones. They can use A.R. to try sunglasses from the comfort of their home.

Grocery stores may look the same as many years ago, but the experience has completely transformed. The distinction between online and offline has little relevance today in the grocery space. This is because today’s consumers do not want their shopping experience to be held back by the limitations of a single touchpoint. Today’s connected consumers expect an omnichannel shopping experience, including online ordering, curbside pickup, delivery, self-checkout, scan-and-go, and contactless payment options.

Supermarket brands need to have an omnichannel approach to meet customer expectations, including convenience, speed, and efficiency. For instance, while a customer is exploring store aisles physically, they should have the option to interact with the store digitally and even complete the transaction using the store’s mobile app. 

Consumers’ data is recorded and stored to provide a personalized experience with product recommendations and deals. When consumers create an online account, their purchasing habits are used to tailor relevant deals, ads, and offers. In the absence of an online account, consumer data is tied to a loyalty card.

Technology also allows retailers to alert customers when stocks of the items they regularly purchase are low or when an item is back in stock. Alexa, Amazon’s voice assistant, will notify you based on your ordering history if you are running low on a particular product, tell you how much it is, and ask you if you would like it added to your cart.

Grocery delivery services became popular during the pandemic. Now that we can go back to a physical store, many consumers have become accustomed to using delivery apps like Instacart for their convenience, speed, and seamless service. You can also watch your groceries transported to your doorstep with the app’s live map view. 

Sustainability is also coming into the picture with an increasing number of younger generations that prefer buying from eco-friendly companies. Zero, a Los Angeles-based startup, is an example of an eco-friendly brand that delivers groceries in sustainable packaging. 

The future of retail is hybrid with an Omni-channel approach and connected experiences across touch-points. 

As customers jump across several channels when they shop, retailers need to engage with where their customers are via digital channels.

Leveraging shopping behaviours, personalisation, user experience (UX), and integration will be critical for retail success. This will help retailers engage with their customers at various touchpoints —physical stores, sites, apps, and significantly improve the shopping experience. 

Retailers also need to factor in social media networks, messaging apps, voice assistants, mobile devices, and other new channels to capture their customers’ attention and engage with them. Consumers expect incredibly personalized and relevant content. 

Challenges in the connected technology space and how brands can use these as opportunities to grow  

During the pandemic, the older, less tech-savvy generations also adapted to connected technology and enjoyed the benefits of staying connected with friends and family. Brands should no longer ignore this segment’s needs and may need to provide more in-depth onboarding help and tech support. 

Now that people are back to in-person, they will continue using these devices and technologies in and out of the home, in the new normal. There will be a need for interconnectivity across the house, car, and mobile devices will be critical moving forward.

The industry faces many challenges, including data security, privacy concerns, continuous innovation and iteration, a massive load on the network and wifi issues, theft, loss, and damage.

Here are ways in which brands can overcome such challenges:

  1. Provide extended warranty
  2. Put customers first
  3. Provide multiple customer-service options
  4. Insurance against theft, loss, and damage
  5. Provide on-demand tech support
  6. Help with digital identity protection
  7. Allow trade-in offers to swap your old device for a new one at a discount
  8. Continuously upgrade technology

What does the future hold for connected technology?

In a digital-first world, physical fitness studios and stores are still appealing. Physical stores that embraced this reality are thriving. They have gone above and beyond to offer a hybrid approach and have elevated the in-store experience. There is also a preference for in-store shopping in older generations versus younger ones.

The pandemic played a massive role in speeding up the adoption of digital-first behaviors. Now that we know consumers expect a hybrid world where digital meets offline, brands can play a role in pushing innovation and further improving customer experiences across touchpoints and channels. With a goldmine of integrated customer data, they can offer a personalized and relevant experience in a hyper-connected consumer world. 

How market research can aid brands in the connected technology space

For brands aiming to disrupt the market with the next “new” thing in connected technology, it is vital to know how consumers will respond to it before going to market. Market research can provide the valuable data, and insights brands need to take action. 

Brands have several critical decisions regarding target markets and audiences, price, distribution channels, promotion, and product features. How can brands bring new product lines to market without proper knowledge? The good news is market research provides unique methodologies tailor-made to capture purposeful information to inform those decisions. 

Market research allows brands to collect relevant information about market needs and customer preferences, impacting every aspect of the business, product, and brand. Backed by this information, brands understand the choices and behaviors of their potential customers. Therefore, their products can meet their customers’ needs and reduce the risk of an experience gap between the company and its products or services. The experience gap is essentially the gap between what the customers expect/ want and what the companies give them. 

Market research is used for product testing and development. Effective market research uses a diverse population to test a given product and ensures it works for everyone in the target market. Brands also use market research for brand name testing, concept testing, messaging and campaign testing, branding, and logo testing, and pricing testing, to name a few. 

For brands in the connected technology space that are often under high pressure to quickly produce and iterate high-quality products with an enhanced customer experience in a competitive market, the importance of market research cannot be overstated. 

Brands in connected technology need to utilize a comprehensive testing strategy beyond traditional product and messaging testing. Market research can study the preferences and User Experience (UX) throughout all touchpoints within the customer journey. 

For instance, connected technology brands can use market research to ensure customers are surveyed on current technologies and UX and online shopping cart abandonment. Likewise, the data from connected tech can (with permission) provide a goldmine of information about specific market segments, which can inform better decisions based on hard facts rather than gut feelings or assumptions. 

For smart product companies, it is also essential to make sure all their products connect seamlessly to make their customers’ lives easier and more comfortable. Therefore, market research is utilized to make sure the product works and connects with other smart products to enhance the customer’s life. 

Connected technology became popular before the pandemic. The pandemic only accelerated its adoption. The rise of connected consumers across the globe has led to connected technology trends across industries. As brands navigate the challenges of wifi capabilities and data privacy, they are continually innovating and iterating smart, connected products that are relevant and user-friendly. 

We don’t need a crystal ball to make this prediction: the future belongs to a connected world. 

Learn more about how Kadence International’s Marketing Research is driving growth for leading technology companies here.