CHAPEL HILL, N.C. - Nov. 1, 2013 - Consumers across industry sectors are using new technologies to educate themselves and make critical purchasing decisions. Correspondingly, consumer-oriented companies are adjusting their marketing playbook and market research analysis methods to reach this growing segment of technology-savvy consumers.
To help organizations better engage and understand these consumers, research and consulting leader Best Practices, LLC conducted a comprehensive research study that probes current and evolving innovative approaches for consumer marketing research and marketing communications.
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.
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.
One of the many findings from the study: Online qualitative research is an emerging tool that removes the geographical and scheduling barriers associated with focus groups. The tool's rapid technological advances have made it much easier to quickly capture consumer insights. A caveat: Despite online qual's rising stock, market research leaders still believe face-to-face has a place in qualitative research and thus the best strategy is to find an appropriate balance between the two approaches.
Key chapters in the study include:
To access the full report or to download a complimentary summary containing insights found in this report, click here.
For more information on other recent primary research studies, contact us at 919.403.0251 or visit our website at http://www.best-in-class.com.