Be it shifting budgets or new research goals, client-side marketing researchers are constantly working to find the right tools to take on their next project. In addition, the push to evolve is very much alive in marketing research and insight departments. So, what tools are client-siders turning to? What methodologies and technologies do they hope to use in 2020?

To get a better sense of the trends and tools that are truly affecting the day-to-day work of client-side researchers, we dove into responses found in our Before You Go series, “10 minutes with a corporate researcher” – a short Q&A-style conversation published in each issue of Quirk’s. In the last year, we’ve had the opportunity to ask several researchers what tools and/or methodologies they are turning to and why. The following responses provide a quick glimpse of what we learned during these conversations with end clients.   

“Tools on my radar run the gamut from techniques leveraging mobile technology for agile and contextual insights to behavioral-science driven tools; social listening for anticipating signals of potential behavioral shifts; and leveraging observational and ethnographic insights vs. System 2 responses. 

“With the online consumer digital footprint, I see a trove of unfiltered, honest consumer interactions that I want to continue to mine via AI/machine learning techniques. This will help teams with immediate brand insights but also provide signals to create hypotheses and new sparks that we can unpack and understand for the business.” La Sridhar, Molson Coors  

“One we are getting more involved with now is understanding deeper natural language processing. National Geographic has a large social footprint across the globe and while there are a number of great syndicated services out there, many that we use, they aren’t great at really digging into true insights from our social footprint. As we pull in more and more co...