Editor’s note: Mike Billingsley is CEO, OnePulse, a London-based market research firm.
Gamification, real-time data, mobile apps … Whether you are managing an existing brand or launching a new product or service, tapping into consumer sentiment before making big decisions should always be the first step. This allows you to gain a deeper understanding of how your customers think and feel about your ideas, and what your next steps should be.
But the process of getting consumer insight can seem daunting. Where do you start? What questions should you ask? And what channels should you use? If you are new to the game, conducting market research can feel like an endless maze, and as people embrace new technologies the options begin stacking up.
Here are six critical trends to pay attention to in 2022 when surveying your consumers.
According to WARC, 5.5 billion people will be using mobile devices by 2022. What’s more, recent research shows that 90% of mobile time is spent in apps, and only 10% browsing the rest of the internet. This is only expected to increase because apps are quick to use and provide optimal user experience.
Apps have also been found to harness several benefits, including the following:
Traditionally, market and insights research has stayed within the brand’s market research division. However, as the customer voice has continued to grow exponentially – particularly due to the coronavirus pandemic – teams across organizations are now looking to get involved as well.
In 2022, I expect DIY market research surveys will be created and reviewed in a more holistic and collaborative way.
Choose a survey solution that can be accessed by your entire team, and not just the research department, to achieve the best success with your projects in the new year.
Today’s consumers are busy people but they want their individual opinions to be heard more than ever b...