Marketing research: current trends

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Yevhenii Myroniuk, Brain Tank's managing strategy partner, shared interesting insights about the benefits and trends of marketing research for business.

First, let's allow ourselves to dive into the subject area of ​​marketing research, which, thanks to the efforts of Dr. Arthur Charles Nielsen, is currently overcoming its first century.

In essence, marketing research is diagnosing a business like a patient by all available statistical means of measurement. But, unlike medicine, marketing is still in the paradigm of non-classical scientific rationality and seeks forms of measurement that increase the likelihood of classification of "diseases" experienced by business.

At the moment, marketing "analyzes" pass on the detection of two "microbes":

  • microbe "what about competitors?"
  • and the microbe "what about consumer?"

The microbe "the impact of products on customer groups over time effects" is becoming more and more noticeable on the scale of continental business, but this is only the future time.

As for the subject questions, the answers to them demonstrate a subjective understanding of the field, which is exploited in the Brain Tank agency.

What trends in the development of marketing research do you consider the most significant in the world and Ukraine nowadays?

It should be noted that Ukraine, on the methodological basis of statistical sciences, has never "fallen out" of the avant-garde, primarily due to a strong academic school. And in matters of research methods, our experts are not deprived of imagination and horizon of thinking —another thing in the means. Due to some objective circumstances, many of the potentially effective methodologies are not implemented due to the lack of opportunity to recoup them in practice. But if we talk about trends, the greatest benefit today is promised by predictive models that operate with big data on the behavior of potential consumers, aggregating not only from their digital lives but also from the smart things with which they interact.

How are the roles of the Customer and the Contractor transformed in modern marketing research?

As in medicine, without the desire of the "patient" to recover, usually, the effectiveness of any measures is minimized. And in research, the Customer can not be away from the market and/or consumer because he almost always has something to clarify the study's parameters.

As you know, modern marketing research technologies involve the use of a whole arsenal of tools. Which of these tools do you think deserves the most attention of marketers?

Since yesterday, marketing cannot fail to look in the direction of networks that are learning the behaviors of potential consumers, who will soon model their behavior about the studied brands.

How do you assess the prospects of marketing research using Internet technologies? What other innovations do you think will determine the future of marketing research?

As mentioned earlier, the Internet is becoming so voluminous that its penetration is not limited to visiting websites and directly interacting with content. More and more sensitive smart things in the network will tell more about the target group than ever omnipotent law enforcement officers using correct data collection and aggregation.

Could you give an example of the effective application of marketing research results in Ukraine and abroad? Or, conversely, what marketing failures could be avoided if marketing research were conducted professionally?

No matter how much you want to "merge" the question, but the most "tasty" examples relate to international brands. And it is their disclosure that promises great trouble for the agency. Therefore, we will try to limit ourselves to a strong recommendation, which is gaining popularity today at the start of research: do not ask people what they like. You should first synchronize a dictionary with them, and that will be the starting point for future predictions.