What tools are client-side marketing research and insights professionals turning to? What methodologies and technologies do they hope to utilize in the future? Do corporate researchers see newer techniques as useful, providing quality data and insight? 

These are just a few of the questions our team asks each year. In fact, our annual Q Report, published Sept. 2022, asked client-side researchers, “How effective do you think the following newer techniques are at providing quality data and insight?” Online focus groups, mobile-specific surveys and mobile qual were the most likely to be rated as very effective or effective by respondents (Figure 1). 

In addition, we asked respondents to characterize their organizations’ tendencies when it comes to adopting new methodologies. Less than 3% selected innovator and 45% selected among the late majority. You can read more about the Q Report findings in Quirk’s Editor Joe Rydholm’s article, “Ninth annual Q Report finds abiding faith in qualitative methods and growing worry about data quality threats, reestablishing relevance.”

To get a more in-depth look at the trends, methodologies and tools that client-side researchers are turning to in their day-to-day work, we decided to review responses found in our Q&A series with corporate researchers. In the last 12 months, we’ve asked several client-siders what tools, methodologies and techniques they are turning to and why. We hope that the following responses will give you a bit of an inside look at how marketing research and insight departments are evolving. 

“A recent focus for our team has been layering multiple data sources onto primary quantitative research to paint a more holistic picture of results. While the list of potential resources is endless, the most impactful technique I’ve recently brought on board is AI trend analysis. We’re still getting our feet wet, but have found success with Tastew...