Trend 2: Long-term Vision on Product or Brand

The traditional approach is no longer sufficient now that issues are becoming increasingly complex. Transition issues are, for example, tough multi-headed monsters. Classic, planable control will not work then. Design thinking methods can deal with this. They help to realize change from the core of the problem. By providing issues with a new perspective, these methods break through administrative impasses.

Knowing is more than measuring. Market research was mainly thinking in terms of cause and effect. Reality is no longer a serial process. Consumers are becoming increasingly critical and the importance of inclusiveness, sustainability and responsible business is increasing rapidly. The Brand & Society Monitor provides a clear picture of this increase. These developments ensure that issues that organizations struggle with are becoming increasingly complex. An eye for the environment is self-evident. More and more companies are even going a step further by making a strong statement about social issues. Brand activism is increasingly important.

Broader Role Of Market Research

The increasingly complex issues require a different approach from market researchers. Such as, for example, gaining insight into the chain and the environment Benin Phone Number of the client before an investigation is started. This requires market researchers to visualize the context during the research by zooming in and out and by entering into discussion with a wider field of stakeholders. The approach is mostly non-serial. Investigating a complex system requires trying, testing and sometimes taking a step back and then taking two steps forward. On the basis of workshops or consultancy, market researchers think along in the steps after the research to help the client to anticipate the rapidly changing world.

The answers of companies to the increasing complexity are visible on a daily basis. Insurers not only insure, but help their customers with products and services related to prevention to reduce the risks of disaster. Safety shoe manufacturers look at safety in general rather than just steel toe caps. Cleaning companies realize that it is not just about cleaning, but also about a cleaner environment, a pleasant working environment and recycling processes.

Organizations need a long-term perspective. This can be at product level, but of course also at brand level. This requires market research applications that provide information for that perspective in the longer term. This can be done on the basis of design thinking or fundamental brand positioning research, for example via Brand NeXT.

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Behavioral Psychology And Design Thinking

Such creative research requires daring to interpret and interpret in order to rise above the data. The creative processes that are evoked help to look from a different perspective and so theories can arise that may not yet exist. Behavioral psychology and design thinking complement each other well in this regard. At the same time, standard tooling for market research remains necessary to constantly keep in touch with what is going on, especially now that changes are happening faster and faster. Putting a dot on the horizon and continuous measurement in the short term are not mutually exclusive.

Agile scrum, systems thinking, data science, co-creation trends in market research come and go. Sometimes they are permanent, because in practice they prove their added value time and again. And some trends make you wonder whether they are still about market research at all. High time for a check of the state of affairs in the market research country. Today’s 5 trends.

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