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What are the latest trends in marketing research and how can you use them to advance your career?

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Marketing research is a dynamic and evolving field that offers many opportunities for career growth and development. Whether you are a seasoned professional or a newcomer, you need to keep up with the latest trends and best practices to stay ahead of the curve and deliver value to your clients and employers. In this article, we will explore some of the most important and emerging trends in marketing research and how you can use them to advance your career.

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1 Data quality and ethics

One of the biggest challenges and priorities for marketing researchers today is ensuring the quality and ethics of the data they collect, analyze, and use. With the proliferation of data sources, platforms, and tools, marketing researchers need to be vigilant and diligent about the validity, reliability, and representativeness of their data, as well as the privacy and consent of their respondents. To achieve this, marketing researchers need to adopt rigorous standards, methods, and protocols for data collection, cleaning, and verification, as well as follow ethical guidelines and regulations for data protection and usage. By doing so, marketing researchers can enhance their credibility, trustworthiness, and reputation in the industry and among their stakeholders.

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John Fuisz

CEO/Founder at Veriphix - Belief data and shifting belief. Dual use COTS. NATO Challenge Winner. MissionLink '23 cohort
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Data misuse is what gives rise to concerns over ethics. There is a general lack of scientific rigor in marketing research. It is filled with intellectual inconsistencies in application (eg use of a demographic profile vs personalization). Prior to any data collection, ask yourself what do I need to know and what data needs to be collected to answer the problem? Then remember, data accuracy drops to 79% within 21 days of collection and then falls off a cliff. Your great data that is not used for 6 months can be a toss up simply because of age. The general issue of ethics, collection and use would be less of a concern if research only collected what they needed and could use while still relevant.

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Bharath Kumar

Senior Program Analyst at Frost & Sullivan | Marketing Automation Specialist | 1 × HubSpot Marketing Software Certified | 1 × Email Marketing Certified - Hubspot | 1 × Digital Marketing Certified - Google |
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We can boost our professional growth by staying updated on developing data quality and ethical standards, dedicating resources to ongoing education in emerging technology and ethical frameworks, engaging in industry dialogues to shape evolving best practices and advocating for a steadfast commitment to data integrity and ethical conduct in our career

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Mouad Faiz

Bachelor degree in Economics and Business Management
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staying abreast of the latest trends in marketing research, embracing technological advancements, and cultivating a customer-centric and collaborative mindset are key strategies to advance your career in consumer behavior research. These approaches not only enhance the quality of your work but also contribute to the overall success and innovation of your organization in an ever-evolving market landscape.

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2 Artificial intelligence and machine learning

Another major trend that is transforming marketing research is the application of artificial intelligence (AI) and machine learning (ML) to data analysis and decision making. AI and ML enable marketing researchers to automate, optimize, and scale their processes, as well as uncover deeper insights, patterns, and predictions from large and complex data sets. AI and ML can also help marketing researchers to generate new hypotheses, test different scenarios, and provide actionable recommendations. To leverage this trend, marketing researchers need to develop their skills and knowledge in AI and ML, as well as collaborate with data scientists, engineers, and programmers to create and implement effective solutions.

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John Fuisz

CEO/Founder at Veriphix - Belief data and shifting belief. Dual use COTS. NATO Challenge Winner. MissionLink '23 cohort
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AI / ML looks for past patterns and assumes they will repeat. John bought X and then Y. Jill buys X. Ad to Jill to see if she will buy Y. That is a 30 year old process that AI/ML can help to find other correlated fact (eg time of day, etc) BUT remember mining correlated relationships becomes exponentially harder and more expensive as it progresses. There are only so many people who will conform to the correlation. For everyone found, fewer remain and the cost to find them increases. The cost to find the last Jill is much larger than the price to find the first Jill. Absent knowing the cost/benefit, AI can be a gamble. Buyer beware.

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3 Online and mobile research

The shift to online and mobile research is another significant trend that is affecting marketing research. Online and mobile research offer many advantages, such as convenience, speed, cost-effectiveness, and reach, compared to traditional methods, such as face-to-face interviews, focus groups, and surveys. Online and mobile research also enable marketing researchers to capture real-time, contextual, and behavioral data from their target audiences, as well as engage them in interactive and immersive ways. To take advantage of this trend, marketing researchers need to master the tools and techniques of online and mobile research, such as web analytics, social media listening, online communities, mobile apps, gamification, and virtual reality.

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John Fuisz

CEO/Founder at Veriphix - Belief data and shifting belief. Dual use COTS. NATO Challenge Winner. MissionLink '23 cohort
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Unless 100% of your potential customers are online, your chance of pulling a representative sample of the population is very hard to achieve. Social listening is easily skewed by bots or highly polarized individuals. Fatal? No. All of the tools have uses but you need to stay grounded in the science and know their limitations. Use the right tool for the right job.

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4 Customer-centricity and personalization

The focus on customer-centricity and personalization is another key trend that is influencing marketing research. Customer-centricity and personalization mean understanding and catering to the needs, preferences, and expectations of each customer, rather than treating them as a homogeneous group. Customer-centricity and personalization require marketing researchers to segment and profile their customers based on various criteria, such as demographics, psychographics, behavior, and feedback, as well as to tailor their products, services, and messages accordingly. To achieve this, marketing researchers need to employ qualitative and quantitative methods, such as customer journey mapping, persona development, sentiment analysis, and A/B testing, as well as to communicate their findings and recommendations clearly and persuasively.

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Saurabh Natu

IIMB | TAS | ABG | JSW | L&T | Gold Medalist | Strategy Head | ex Brand Head | CFA L1
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Ethnography is one of the best techniques I have encountered to get credible insights about consumer personas. Ethnographic research involves spending a full day with the customer observing them, understanding their demographic, behavioral and psychographic profiles. The insights gathered through qualitative or quantitative research can be often modelled using Laddering theory to arrive at Attributes for designing winning products and experiences.

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5 Collaboration and integration

The last trend that we will discuss is the importance of collaboration and integration in marketing research. Collaboration and integration mean working with other disciplines, functions, and stakeholders to achieve common goals and objectives, as well as to leverage the synergies and complementarities of different perspectives and expertise. Collaboration and integration require marketing researchers to be flexible, adaptable, and open-minded, as well as to use effective tools and platforms, such as cloud computing, project management, and data visualization, to facilitate coordination and communication. By doing so, marketing researchers can increase their efficiency, productivity, and innovation, as well as their impact and value.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Bharath Kumar

Senior Program Analyst at Frost & Sullivan | Marketing Automation Specialist | 1 × HubSpot Marketing Software Certified | 1 × Email Marketing Certified - Hubspot | 1 × Digital Marketing Certified - Google |
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Engagement with professionals in the field through conferences, seminars and online communities. Networking can open up opportunities for collaboration and career advancement

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Marc N.

Marketing Manager at Transpoco
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Reach out to people on LinkedIn using search filters that make up your audience. Try and get 10 or more as a focus group. Offer an Amazon voucher for an hour of their time and record a remote call with them. You will gather more from talking to someone face to face and the answers will be richer and more detailed than from a survey.

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What are the latest trends in marketing research and how can you use them to advance your career?

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1 Data quality and ethics

2 Artificial intelligence and machine learning

3 Online and mobile research

4 Customer-centricity and personalization

5 Collaboration and integration

6 Here’s what else to consider

Marketing Research

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