The NGMR “Top 5 Hot” vs. “Top 5 Not”

by Marc Ryan March 8, 2011

Many people are looking at 2011 as a year of rebirth. Just two years ago the market research industry was hit harder than it had been in ages and, with 2010 as a building year, this is the time to take things to the next level. We’re pretty excited about what this year will bring, and here’s our list of both the hottest and the declining trends we expect to see.

Five things that will be hot in 2011:

1. Research Data Analytics: The idea of taking research to the next level is difficult to do in a single source solution. No one company can answer every question a marketer may have, and you can’t mine all of the required answers from a database. The reality is that you need both behavioral and attitudinal data to truly understand many marketing challenges. We believe that the next generation of research tools will revolve around the concept of Research Data Analytics; the integration of behavioral data sets and survey data will push new boundaries in market research enabling marketers to address questions they’d never thought possible.

2. Mobile Scaling: While it may seem like every year for the past five years has been the year of the mobile device, in 2011 it’s truly arrived. We’re now at an inflection point with tablets expected to outsell laptops, and 41% of mobile phone turnover resulting in a smart phone. These trends will combine and grow this year with enhancements to research platforms enabling a more consistent individualized research conversation with consumers.

3. Consumer Privacy: While privacy has always been important in research, the need for enhanced levels of privacy and data protection will be ever more important in 2011. Consumers want more control over the data we collect and how it’s handled and, as such, the idea of permission based research will stay front and center.

4. Models and Algorithms: While algorithm might be a simple buzzword used to summarize a set of instructions, when combined with advanced statistics we end up with boxed-in solutions that take the power of prediction to the next level. Clients will continue to embrace these solutions and marketing science will gain a stronger foothold in client side research departments.

5. Data Visualization: While the days of acetates may be long gone, how researchers interact with their data is still in the dark ages of PowerPoint. Edward Tufte has been pushing for better data visualization for over 10 years and we’re starting to see the idea take off. New tools and software applications will be a key part of evolving the market from the boring old PowerPoint to a more intuitive and interactive experience.

Five things that we’ll see less of in 2011:

1. Research without Results: Market research has been around for over 100 years and, sadly, some of the research done today hasn’t evolved in that time despite the market having changed dramatically. Investing in the same research studies as a habit will take leave as clients continue to reexamine the return on investment they receive from their market research programs.

2. Consumer Tracking: Whether it’s through industry self regulation, congressional decree or technology tools, 2011 will be a year when consumers opt out of having their behavior tracked.

3. Communities in a Vacuum: While communities took on rock star status a mere two years ago, market research buyers are coming back to the idea of quantitative research vs. listening. Communities won’t make an exit, but will become relegated to a supporting role in an overall custom panel strategy.

4. Boring Surveys: It’s often the case that respondent experience takes a back seat to data utility, and with declining response rates an ever present threat we’ll likely see the expiration of the 20×10 grid question in favor of technology, game theory and choice based techniques.

5. Traditional Focus Groups: In a year in which full HD video conferencing is launched to the consumer masses, we’ll likely see a decline in the typical coast to coast qualitative itinerary as clients start to realize they can get the same benefit using HD videoconferencing and telepresence.

Filed under: Research Insights

Tags: InsightExpress, NextGen Market Research