New Tools and Technologies Extending Reach of Market Research into Consumer Behavior
CHAPEL HILL, N.C., April 11, 2014 /PRNewswire/ -- New technologies and online platforms have dramatically increased the ability of consumers to educate themselves about products and companies. Conversely, these same technologies and online platforms have greatly expanded the depth and breadth of consumer behavior insights available to market research groups.
However, the adoption of new market research techniques like mobile research and social listening is inconsistent across different industries
To demonstrate which emerging market research tools companies are using and why, research and consulting leader Best Practices, LLC conducted a cross-industry benchmarking study that probes current and evolving approaches for consumer marketing research and marketing communications.
The new study, Consumer Marketing Research Innovation: Assessing New Tools, Technologies, and Approaches to Understand and Communicate with Consumers, addresses many critical consumer marketing issues, including new media for interacting with consumers, new qualitative techniques for insight mining and new quantitative techniques for market research data analysis. The report presents data on two segments: non-pharmaceutical companies and the Total Benchmark Class.
Study participants who use emerging market research tools indicated the tools' ability to speed up the research process and to provide better insights were the principal drivers behind their use. In an exception, social media listening was embraced because of its low cost, participants said.
Key chapters in the study include:
- Innovation in Marketing Research Approaches
- Innovation in Marketing Research Tools
- Using Innovation to Update the Use of Analysis Tools for Key Market Research Activities
- Marketing Research Trend Changes – Qualitative Trends
- Marketing Research Trend Changes – Quantitative Trends
- Emerging Market Research Tools in Non-Pharma Sector
- Communicating with Consumers
- Trends in Consumer Communication
- Evaluating Direct-to-Consumer Marketing
- Lessons Learned and Pitfalls to Avoid
- Secondary Research on Future Trends in Market Research
Best Practices, LLC engaged 59 Market Research leaders at 58 companies through a benchmarking survey instrument. In addition, research analysts conducted executive interviews with eight selected respondents to collect qualitative data and insights. To learn more about this report, download a complimentary report excerpt at http://www3.best-in-class.com/rr1282.htm.
For more information on other recent primary research studies, visit our website at http://www.best-in-class.com/.
ABOUT BEST PRACTICES, LLC
Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations.