Let’s be honest, even those with the wildest of imaginations couldn’t have dreamt up the year’s events! The Covid-19 pandemic has changed our way of life, driving companies around the world to re-evaluate their business strategies, including their approach to market research.
As we navigate uncharted waters, it’s more important than ever for businesses to gain an accurate understanding of customer perspectives and behaviours. Whilst large-scale, face-to-face surveys aren’t an option right now, it’s still possible to have a meaningful dialogue with your target respondents through online surveys, virtual focus groups and phone interviews.
Here we explore the ways the market research industry is responding to the “new normal” and provide some translation considerations for those fielding research in 2020.
We live in a society where people are addicted to their phones, so it may not come as a huge surprise that 30-50% of surveys are now completed on mobiles, and in some markets where respondents lack access to desktops it’s much higher.
While mobile surveys are nothing new, we expect to see an increase in companies shifting to mobile surveys to capture a wider audience, and for surveys to be shorter as a result. The focus will increasingly be on making surveys quick and easy to complete, with conversation technologies such as chat pop-ups or mobile messaging surveys being used to capture real-time feedback.
When fielding mobile surveys internationally keep the following translation tips in mind:
It’s helpful to know that respondent doesn’t like your brand or one of your marketing messages, but the emphasis on ‘why’ is equally important. The ‘why’ enables brands to optimise, make improvements to their proposition and make informed decisions.
While big data has been the ‘go to’ for many brands over the last ten years, promising population patterns and trends, it is limited in terms of offering any in-depth insight. This is driving an increase in qualitative research, allowing brands to find out more about their customers’ beliefs, emotions and sentiments, why they think and feel the way they do about concepts, products and services through the use of open-ended questions. This is never more important than in economically challenging times. It is vital to know who is spending and why.
For the best qualitative research results we recommend you consider:
Advances and improvements in machine learning and AI will lead to a combined approach to data analysis. We will increasingly see AI used alongside human transcription and audio translation for faster research insights and pattern recognition, to help with customer segmentation or “deep-learning segmentation”.
Deep-learning segmentation is thought to spot patterns which humans can’t identify due to their complexity. However, it is worth noting that:
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