Technology has a way of improving tried-and-true methodologies in many industries, and as we’ve seen in this data series, marketing research is no exception. Where at one time qualitative best practices included 20 to 40 minute online surveys (e.g., jam-packed full of single response, open-ended and grid questions), respondents are no longer completing that type of research. Many (time-poor) consumers want to provide brands their feedback, but they expect the conveniences a smartphone provides them and activities that fit into their every-day life. They also don’t want to be bogged down with mundane, repetitive questions such as, “What brands do you like? Can you rate these brands? What stores do you think of when you need this product?”
This is where a modern approach to quantitative research comes into play. Researchers need to leverage the vast amount of data that already exists, and be strategic with how they communicate and collect and connect feedback from consumers. If you’re looking for the right data from real people, you must modernize your approach to data collection.
What does a “modern approach” look like? Well, it’s not reinventing the research wheel. It’s making modifications to put consumers first and utilizing a variety of data capabilities to obtain a more holistic and deeper view into insights. It can also entail maximizing your segmentation return on investment by applying all that hard work in new, productive ways.
Interested in hearing more? Download our latest eBook on Modern Marketing Research, covering the latest in sampling and sourcing, modern survey design and data integration. Within the eBook you’ll find advice from experts and practical examples. Enjoy!