The Latest Trends in Marketing Research

The global market research industry is constantly evolving, driven by technological advancements and changing consumer preferences. Market research plays a vital role in helping businesses understand market trends, collect data, analyze consumer insights, and gain a competitive edge.

One of the key trends in marketing research is the widespread use of online surveys. With nearly 90% of researchers utilizing them regularly, online surveys have become the go-to method for gathering valuable market data. Additionally, mobile surveys are gaining popularity as more people use mobile devices to browse the internet. However, challenges related to user experience and survey length need to be addressed for wider adoption.

Another important trend is the shift towards redefining the representative sample. Market researchers recognize the need to include a more diverse range of participants in their studies. By considering factors such as ethnicity, physical and intellectual disabilities, and LGBTQ+ communities, researchers aim to create a sample that accurately reflects the target audience and fosters open and honest responses.

Video is also emerging as the preferred tool for qualitative research. Market researchers are turning to video-based methods such as online/video focus groups, online video submissions, and video interviews to gather more interactive and genuine insights. These methods enable researchers to capture subtle cues like body language and facial expressions, providing a deeper understanding of consumer behavior.

Brands are increasingly bringing market research in-house to gain more transparency, control, and a streamlined process. This trend allows companies to have direct access to their research data and make informed decisions quickly. Additionally, faster and more cost-effective research methods, such as agile market research, are essential in the rapidly changing business landscape.

Market research is ripe for innovation, with artificial intelligence (AI) playing a significant role. AI-powered tools and automation solutions are revolutionizing data collection, processing, and analysis, enabling faster and more efficient research. Organizations are leveraging AI to make better data-driven decisions and gain a competitive edge in the market.

As the market research industry continues to evolve, closing the skills gap becomes crucial. AI-powered automation can help bridge the gap by automating mundane tasks and allowing researchers to focus on more strategic work. Upskilling and reskilling initiatives are necessary for research teams to adapt to the changing landscape and harness the full potential of AI-driven market research.

Key Takeaways:

  • Online surveys and mobile surveys have become the go-to methods for market researchers, offering speed and cost-effectiveness.
  • Redefining the representative sample to include diversity and inclusion fosters open and honest responses from participants.
  • Video-based qualitative research provides more interactive and genuine insights, capturing subtle cues like body language and facial expressions.
  • Bringing market research in-house gives brands more transparency, control, and a streamlined research process.
  • Agile market research and AI-powered tools enable faster and more cost-effective research methods in a rapidly changing business landscape.

Online Surveys Transition to Mobile-First

Online surveys have become the go-to method for market researchers, thanks to their speed and cost-effectiveness. With the majority of the global population having internet access, the internet has become the most reliable place to find the target audience. However, as consumer preferences shift towards mobile devices for internet usage, market researchers are adapting to the mobile-first trend.

Mobile surveys are gaining popularity as more people use smartphones and tablets to browse the internet and participate in online activities. This shift presents an opportunity for market researchers to reach a wider audience and collect data in real-time.

However, there are challenges to overcome in the adoption of mobile surveys. Poor user experience, such as small screens and survey length, can lead to lower response rates and incomplete surveys. To address these issues, companies like SurveySparrow and Pollfish are optimizing the mobile survey experience to provide a user-friendly interface and increase response rates.

By transitioning to mobile-first surveys, market researchers can align with consumer preferences and gather valuable data on the go. The table below highlights the key differences between online surveys and mobile surveys.

Online SurveysMobile Surveys
Conducted on desktop or laptop devicesConducted on smartphones and tablets
May require an internet connectionCan be accessed offline and submitted later
Large screen sizeSmaller screen size
Response rates may varyHigher response rates due to convenience

As technology continues to advance and mobile devices become more ubiquitous, market researchers must adapt their strategies to meet consumer preferences. By optimizing mobile surveys and addressing user experience challenges, market researchers can gather valuable insights from their target audience and make data-driven decisions.

Redefining the Representative Sample

Market researchers are recognizing the importance of a representative sample in obtaining accurate and insightful data. Gone are the days when a homogeneous sample could adequately reflect the diverse audience demographics. In today’s market research landscape, inclusivity and diversity are key considerations when defining a representative sample.

A representative sample now extends beyond traditional factors such as age, gender, and income. Market researchers are consciously incorporating additional dimensions, including ethnicity, physical and intellectual disabilities, and LGBTQ+ communities. By doing so, they ensure that research findings are truly inclusive and reflective of the target audience.

When defining a representative sample, market researchers must be mindful of the nature of their questions to avoid bias or exclusion. By crafting inclusive and unbiased survey questions, researchers foster an environment that encourages open and honest responses, leading to more accurate insights.

Diversity in the audience becomes particularly important when studying specific demographics such as Millennials or culturally diverse communities. By ensuring a diverse representation, market researchers can uncover unique perspectives, attitudes, and preferences that might otherwise remain hidden.

Benefits of Redefining the Representative Sample

Redefining the representative sample brings several benefits to market researchers. Here are a few key advantages:

  • More accurate insights: By capturing a broader range of perspectives, market researchers gain a more accurate understanding of the target audience and can make informed decisions based on reliable data.
  • Enhanced relevance: A diverse sample helps ensure that research findings are relevant and applicable to various customer segments, enabling companies to tailor their strategies more effectively.
  • Improved inclusivity: By actively including underrepresented groups, market researchers contribute to a more inclusive society, fostering a sense of belonging and making diverse individuals feel valued.
  • Opportunity for innovation: A representative sample uncovers unique consumer insights that can inspire innovative ideas and solutions, fueling a competitive edge for businesses.

By prioritizing diversity and inclusion when defining the representative sample, market researchers can unlock a treasure trove of insights and ensure their research resonates with a broader audience.

Video Becomes the Tool of Choice for Qualitative Research

The use of video has become increasingly popular in qualitative research as market researchers recognize its ability to provide more interactive and genuine insights. Video focus groups, online video submissions, and in-depth video interviews are being leveraged to gather valuable consumer insights.

Video allows researchers to capture subtle cues such as body language and facial expressions, providing a deeper understanding of participant perspectives. This visual medium creates a more immersive research experience that goes beyond traditional text-based methods.

Companies like Medallia and Speak offer innovative video-based market research solutions that deliver richer insights compared to traditional methods. Industries across sectors, including automotive and healthcare, are harnessing the power of video-based research to gain deeper insights into their target audience.

By integrating video into qualitative research methodologies, market researchers can unlock a treasure trove of consumer insights and make more informed decisions to drive business success.

Bringing Market Research In-House

Many brands are recognizing the benefits of conducting market research in-house, reducing their reliance on external research vendors. This shift is driven by a desire for more transparency, control, and a streamlined research process. By bringing market research in-house, companies gain better visibility into the research methods employed, ensuring data quality and accuracy.

In-house market research allows brands to have direct access to consumer insights, enabling them to make data-driven decisions quickly and effectively. It also provides the opportunity for real-time collaboration between different departments, fostering a customer-centric approach throughout the organization.

One of the key advantages of in-house research is the ability to utilize a variety of DIY tools and platforms. These user-friendly tools empower non-researchers within the organization to access and analyze data, making market research more accessible and actionable across departments.

A notable example of a successful brand that has embraced in-house market research is Procter & Gamble (P&G). They have significantly reduced their reliance on external research agencies, resulting in cost savings and a more efficient research process. By integrating market research into their business operations, P&G has gained a competitive edge in understanding consumer needs and preferences.

Investors have also recognized the potential of in-house research and its impact on business success. Companies like quantilope have secured significant funding rounds, indicating a growing interest in supporting and investing in in-house research initiatives.

In conclusion, bringing market research in-house offers brands the opportunity to have greater control, transparency, and agility in their research efforts. With the availability of DIY tools and increased collaboration, in-house research enables organizations to stay customer-centric and leverage new technologies to enhance their brand. The trend towards in-house research is expected to continue as companies strive to gain a competitive edge in the market.

Faster, More Cost-Effective Market Research

In today’s fast-paced business landscape, speed is crucial in market research. Traditional methods like focus groups, while valuable, lack the agility of more modern approaches. That’s where agile market research comes in. Agile market research focuses on quickly gathering consumer feedback, applying technology, and making data-driven decisions to keep up with the rapidly changing market.

Agile research methods provide a cost-effective and time-efficient approach to gather crucial consumer insights. By leveraging online platforms, social media analytics, and unstructured data analysis, companies can gain valuable information without the long lead times and high costs associated with traditional research methods.

The pandemic has further emphasized the need for up-to-the-minute research to understand shifting consumer preferences. Agile market research enables businesses to test new ideas, make informed decisions, and adapt swiftly to the dynamic market landscape.

Benefits of Agile Market Research

Agile market research offers several benefits that traditional methods struggle to match:

  • Speed: Agile research methods provide rapid insights, enabling businesses to make timely decisions and stay ahead of the competition.
  • Cost-Effectiveness: By utilizing digital platforms and automated analytics tools, companies can save costs associated with data collection, analysis, and participant recruitment.
  • Consumer Insights: Agile research allows for real-time feedback from the target audience, leading to better understanding of consumer preferences and behaviors.

Case Study: Implementing Agile Market Research

Company XYZ, a leading consumer goods brand, recently adopted agile market research to gain a competitive edge in their industry. They set up an online platform where consumers could provide feedback on new product concepts and marketing campaigns. This approach allowed them to collect valuable insights from their target audience in a matter of days, significantly reducing the time and cost compared to traditional research methods.

Traditional Market ResearchAgile Market Research
Time-consumingRapid turnaround
High costCost-effective
Limited sample sizeBroad participant reach
Delayed insightsReal-time feedback

By embracing agile market research, Company XYZ was able to make data-driven decisions quickly, stay relevant in a rapidly evolving market, and ultimately improve their bottom line.

Market Research is Ripe for Innovation

Market research is a field that thrives on innovation, and one area where it has truly embraced new advancements is in the realm of artificial intelligence (AI). Researchers are harnessing the power of AI and utilizing AI-powered tools to automate various tasks and streamline the market research process.

AI has revolutionized the industry by enabling faster and more efficient data collection and analysis. With AI-powered automation, researchers can process large volumes of data quickly and gain valuable insights in a fraction of the time it would take using traditional methods.

The comfort level with AI among market researchers is high, with a majority feeling confident in applying AI to their research activities. This confidence stems from the proven effectiveness of AI-powered tools in enhancing data processing capabilities and providing more accurate qualitative insights analysis.

AI-powered automation has paved the way for new possibilities in market research methodologies. It allows for the exploration of data in unprecedented ways, uncovering hidden patterns and trends that can inform strategic decision-making. Additionally, AI offers the potential to personalize research approaches and deliver more tailored insights to meet the specific needs of brands.

Market research firms and professionals are continually embracing AI innovations to stay ahead in a rapidly evolving digital landscape. By leveraging AI-powered tools and automation, they are able to overcome challenges, such as data overload and time-consuming processes, and deliver comprehensive and actionable insights to their clients.

In conclusion, the integration of AI into market research has brought about significant advancements, improving the efficiency and effectiveness of data collection and analysis. As AI continues to evolve, the possibilities for innovation within the market research industry are endless, opening doors to more accurate, insightful, and impactful research outcomes.

AI-Powered Tools Transforming Market Research

AI-Powered ToolFunctionality
Sentiment AnalysisAI algorithms analyze and interpret text to determine sentiment, allowing researchers to gauge consumer opinions and reactions.
Natural Language Processing (NLP)NLP enables machines to understand and generate human language, making it easier to process and categorize unstructured data from various sources.
Predictive AnalyticsUsing historical data, AI algorithms can predict future trends and outcomes, helping researchers make more informed decisions.
Automated Survey AnalysisAI-powered tools automate the analysis of survey data, reducing manual labor and providing quick insights from large datasets.
Virtual AssistantsAI-powered virtual assistants can assist researchers with tasks such as data collection, analysis, and report generation.

Digital Qual Opens the Door for Deep Understanding at Scale

Digital qualitative research methods are gaining popularity due to their cost-effectiveness and scalability. With the advent of online platforms, social media, and unstructured data analytics, market researchers now have access to a large pool of participants who can provide valuable insights. This shift towards digital qual allows for personalized research and a greater emphasis on diversity and inclusivity in the data collection process. Traditional qualitative research methods like focus groups and interviews can be expensive and time-consuming, making digital qual a more attractive option for researchers.

By leveraging digital tools and technologies, researchers can gain a deeper understanding of the target audience at a fraction of the cost. Online platforms provide a convenient and flexible way to engage with participants, removing geographical barriers and allowing for global reach. Social media platforms offer a treasure trove of unstructured data that can be analyzed to uncover consumer sentiments, preferences, and behaviors. Unstructured data analytics techniques, such as natural language processing and sentiment analysis, enable researchers to extract valuable insights from the vast amount of information available online.

The Benefits of Digital Qualitative Research:

  • Cost-effectiveness: Digital qual eliminates the need for expensive travel and venue costs associated with traditional qualitative research methods.
  • Scalability: Online platforms and social media allow for a larger sample size, providing researchers with more robust and diverse data.
  • Flexibility: Participants can engage with research activities at their convenience, leading to higher response rates.
  • Personalization: Digital qual enables researchers to tailor research activities to individual participants, fostering a more engaging and insightful experience.
  • Diversity and inclusivity: The digital shift allows for a more inclusive approach to research, reaching diverse audiences and capturing a wide range of perspectives.
Online Platforms– Convenient and flexible engagement with participants
– Global reach, eliminating geographical barriers
– Real-time data collection and analysis
Social Media– Vast amount of unstructured data available
– Insights into consumer sentiments and behaviors
– Higher engagement due to user familiarity and comfort with social media platforms
Unstructured Data Analytics– Extracts valuable insights from unstructured data such as social media posts and online reviews
– Supports natural language processing and sentiment analysis for deeper understanding
– Provides a comprehensive view of consumer opinions and preferences

With digital qual research, market researchers can gather valuable insights from a diverse range of participants, leading to a deeper and more comprehensive understanding of the target audience. These methods offer cost-effective and scalable alternatives to traditional qualitative research, revolutionizing the way market research is conducted in the digital age.

Better Technology + Better Data = Better Decisions

Organizations are increasingly recognizing the value of data-driven decision-making in driving business success. Market research plays a vital role in supplying the necessary market insights that inform strategic planning and financial decisions.

Collaboration between market research teams and other departments has become essential to leverage market research data effectively. By working together, cross-functional teams can ensure that market insights are integrated into strategic decisions, leading to improved customer satisfaction and competitive advantage.

Ensuring data quality is a critical aspect of making informed decisions. With the proliferation of surveys and data collection methods, maintaining data integrity and detecting fraudulent activity are of utmost importance. AI-powered tools, such as automated data quality solutions, have emerged as reliable allies in this process.

By leveraging AI, organizations can implement advanced algorithms and machine learning capabilities to validate, cleanse, and enhance their data. This not only ensures the accuracy and reliability of the data but also saves time and effort in manual data cleaning processes.

To stay competitive in today’s market, it is crucial to have access to high-quality data. Good data quality empowers organizations to make strategic decisions confidently, mitigating risks and capitalizing on market opportunities.

The Role of AI in Data Quality Assurance

AI plays a crucial role in enhancing data quality in market research. Automated data quality solutions powered by AI algorithms can:

  • Identify and flag incomplete or inaccurate data
  • Validate data against predefined criteria
  • Eliminate duplicate data entries
  • Identify and correct outliers
  • Detect fraudulent or suspicious responses

By leveraging AI-powered data quality solutions, organizations can streamline their data cleaning processes, ensuring only high-quality data is used for decision-making. This not only saves time and resources but also improves the reliability and accuracy of the insights derived from the data.

The Benefits of Data-Driven Decision-Making

Adopting a data-driven decision-making approach offers numerous benefits for organizations:

  • Improved accuracy: Data-driven decision-making relies on empirical evidence and market insights, leading to more accurate and reliable decisions.
  • Reduced bias: Data-driven decision-making reduces the impact of personal bias and subjective judgments, leading to more objective and impartial decision-making.
  • Enhanced agility: By relying on real-time data and market insights, organizations can quickly adapt and respond to changing market conditions and customer preferences.
  • Increased profitability: Data-driven decisions lead to a better understanding of customer needs and market trends, enabling organizations to optimize their strategies and maximize profitability.

Collaboration for Success

Collaboration between market research teams and other departments is crucial for the success of data-driven decision-making. By fostering collaboration and cross-functional communication, organizations can ensure that market insights are integrated into all levels of decision-making.

The involvement of different perspectives and expertise allows for a more comprehensive understanding of market dynamics and customer behavior. Together, teams can identify trends, opportunities, and challenges, leading to more effective and impactful decisions.

The integration of market research data in strategic planning and financial decisions enhances organizational agility and customer-centricity. This collaborative approach empowers organizations to drive innovation, stay ahead of the competition, and meet the evolving needs of their target market.

The Skills Gap is Widening, and AI Can Close It Fast

The rapid evolution of AI technology is outpacing the skill sets of market research teams. As new methods and technologies emerge, research teams face challenges in keeping up with the increasing demand for research and the need for advanced analytical skills. The skills gap in the market research industry is widening, leading to a reliance on outsourcing market research processes to external vendors.

However, AI-powered automation presents a solution to bridge the skills gap. By leveraging AI tools and automation, market researchers can automate mundane tasks and processes, freeing up their time to focus on more creative and strategic work. AI can handle data collection, analysis, and even generate actionable insights, enabling researchers to make more informed decisions quickly.

Emphasizing the importance of upskilling and reskilling is crucial for research teams to adapt to the evolving market research landscape. By investing in training and development programs, organizations can equip their teams with the necessary skills to leverage AI technology effectively. This includes developing a solid understanding of AI capabilities, data analysis, and staying updated on the latest trends and advancements in market research methodologies.

Benefits of AI-Powered Automation in Market Research

  • Increased efficiency: AI can automate repetitive tasks, such as data cleaning and structuring, enabling researchers to focus on higher-value activities.
  • Improved accuracy: AI algorithms can process vast amounts of data quickly and accurately, reducing the risk of human errors in data analysis.
  • Cost savings: Automating manual tasks through AI reduces the need for additional human resources, resulting in significant cost savings for organizations.
  • Faster insights: AI algorithms can analyze data at a much faster rate than humans, providing timely insights that drive faster decision-making.
  • Enhanced scalability: AI-powered automation allows market researchers to handle larger datasets and research projects, enabling scalability without sacrificing quality.

By embracing AI-powered automation and prioritizing upskilling and reskilling initiatives, market research teams can close the skills gap and meet the demands of the rapidly evolving industry. The combination of human expertise and AI technology can unlock new opportunities and drive success in the field of market research.

Lack of advanced analytical skillsInvest in training programs and upskilling initiatives to enhance the analytical abilities of market research teams.
Reliance on outsourcingDevelop in-house AI capabilities to automate processes and reduce the need for external vendors.
Difficulty in keeping up with new methodsStay updated on the latest trends and advancements in market research methodologies through continuous learning and professional development.


Market research is a dynamic field that continues to evolve, driven by technological advancements and changing consumer preferences. As the industry experiences significant growth, online surveys and digital qualitative methodologies have become the norm. Companies are now bringing market research in-house to gain more control and transparency over their findings.

In the fast-paced business landscape, agile research methods play a crucial role in making informed decisions quickly. By leveraging AI-powered tools and automation, market research is being revolutionized, enabling better data-driven decision-making. However, the industry faces a challenge in the form of a skills gap, calling for reskilling and upskilling initiatives to keep up with the evolving market.

Staying informed and embracing the latest trends is key for organizations to leverage market research effectively and drive success in an ever-changing market. By adopting agile methods, integrating AI-powered tools, and focusing on reskilling, companies can navigate the challenges of the industry and make data-driven decisions that positively impact their bottom line.


What are the latest trends in marketing research?

The latest trends in marketing research include the transition to online surveys, the use of video for qualitative research, bringing research in-house, employing agile research methods, embracing AI-powered tools, leveraging digital qualitative research, integrating market research data into decision-making, and addressing the skills gap in the industry.

Why are online surveys popular among market researchers?

Online surveys are popular among market researchers because they are speedy and cost-effective. With the majority of the global population having internet access, the internet provides a reliable platform to reach the target audience for research purposes.

What is hindering the widespread adoption of mobile surveys?

Poor user experience and long survey lengths are hindering the widespread adoption of mobile surveys. While mobile devices are increasingly popular for internet browsing, market researchers face challenges in optimizing the mobile survey experience and encouraging higher response rates.

How are market researchers redefining the representative sample?

Market researchers are redefining the representative sample by focusing on diversity and inclusion. They are considering factors such as ethnicity, physical and intellectual disabilities, and LGBTQ+ communities to create a sample that accurately reflects the target audience and promotes open and honest responses.

Why is video becoming the tool of choice for qualitative research?

Video is becoming the tool of choice for qualitative research because it allows for a more interactive and genuine research experience. Video captures subtle cues like body language and facial expressions, providing richer insights compared to traditional text-based methods.

Why are brands bringing market research in-house?

Brands are bringing market research in-house to gain more transparency, control, and streamline the research process. By reducing dependence on external research vendors, brands can align their research activities more closely with their strategic goals, resulting in cost savings and customer-centric decision-making.

What is agile market research, and why is it essential?

Agile market research is a fast and cost-effective approach to gathering consumer feedback, applying technology, and making data-driven decisions. It is essential in the rapidly changing business landscape, enabling companies to respond quickly to market trends and make informed decisions without extended timeframes.

How is artificial intelligence (AI) revolutionizing the market research industry?

AI is revolutionizing the market research industry by enabling automation, data processing, and qualitative insights analysis. AI-powered tools facilitate faster and more efficient data collection and analysis, empowering market researchers to extract valuable insights and make data-driven decisions with confidence.

Why is digital qualitative research gaining popularity?

Digital qualitative research methods, such as online platforms, social media, and unstructured data analytics, are gaining popularity due to their cost-effectiveness and scalability. These methods provide valuable insights from a large pool of participants, allowing for personalized research and a greater emphasis on diversity and inclusivity.

How can market research data inform strategic decisions?

Market research data can inform strategic decisions by providing timely and actionable insights that improve customer satisfaction and drive organizational growth. Market research teams collaborate with other departments, leveraging AI tools for automated data quality solutions to ensure data integrity and detect fraudulent activity.

How can AI bridge the skills gap in market research?

AI can bridge the skills gap in market research by automating mundane tasks, allowing researchers to focus on more strategic and creative work. Emphasizing reskilling and upskilling initiatives within research teams is essential to adapt to the evolving market research landscape and leverage AI for better decision-making.

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