What emerging market research trends should you be aware of?

1 AI-powered insights

Artificial intelligence (AI) is transforming market research by enabling faster, deeper, and more accurate insights from various types of data. AI can help you automate tasks such as data collection, analysis, and reporting, as well as generate insights that are beyond human capabilities. For example, AI can help you identify patterns, trends, and anomalies in large and complex data sets, as well as generate predictions, recommendations, and scenarios based on your objectives and criteria. AI can also help you enhance your qualitative research by using natural language processing (NLP) and sentiment analysis to understand the emotions, motivations, and opinions of your customers.

2 Online communities

Online communities are platforms where you can engage with your target audience in a more interactive and collaborative way. Online communities can help you gain deeper and richer insights into your customers' needs, preferences, expectations, and feedback. You can use online communities to conduct various types of research, such as surveys, polls, discussions, diaries, and co-creation. Online communities can also help you build trust, loyalty, and advocacy among your customers, as well as foster innovation and ideation.

3 Mobile research

Mobile research is the use of mobile devices, such as smartphones and tablets, to collect and analyze data from your customers. Mobile research can help you capture real-time, contextual, and behavioral data that can reveal more insights into your customers' experiences, journeys, and actions. You can use mobile research to conduct surveys, interviews, observations, experiments, and tests, as well as leverage features such as geolocation, cameras, sensors, and apps. Mobile research can also help you reach a wider and more diverse audience, as well as increase response rates and engagement.

4 Social listening

Social listening is the process of monitoring and analyzing what people are saying about your brand, products, competitors, and industry on social media platforms. Social listening can help you gain insights into your customers' opinions, sentiments, trends, and issues, as well as measure your brand awareness, reputation, and performance. You can use social listening to conduct market research, such as competitive analysis, customer satisfaction, product feedback, and crisis management. Social listening can also help you identify opportunities, threats, and influencers in your market.

5 Behavioral economics

Behavioral economics is the study of how psychological, social, and emotional factors influence the economic decisions and actions of individuals and groups. Behavioral economics can help you understand the irrational and subconscious factors that affect your customers' choices, preferences, and behaviors. You can use behavioral economics to conduct market research, such as segmentation, pricing, positioning, and messaging. Behavioral economics can also help you design products, services, and experiences that appeal to your customers' emotions, motivations, and biases.

7 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?