Market research trends in 2019.
Marin Mr?a
Founder and CEO at Peekator - Survey smarter. Let AI workflows do the heavy lifting while you get rich insights | Greenbook Future List Honoree - The Next Generation of Insights Leaders
What is ESOMAR?
ESOMAR is the world’s biggest association of companies in the market research industry.
With 6000+ members in more than 130 countries, ESOMAR organizes various workshops and conferences every year for its members and everybody else who is interested in this particular topic.
The biggest conference, ESOMAR Congress, is at the same time the center of the industry and the source of the new trends. This year, the program lasted for 3 days on 4 different stages with more than 80 speakers.
ESOMAR Congress 2019
ESOMAR Congres 2019. was held in Edinburgh, Scotland from 8th until 11th September. Peekator participated with its latest project, which was developed for collecting and analyzing social media comments, so-called “Social listening”. We have made in the Top 10 on the world level and we have had an opportunity to present it in front of 1200 participants of this congress.
Technovate
After the presentation, I have spent the next 3 days on the main stage Technovate, where I have listened over 30 lectures about the latest trends of the market research. From all lectures I have singled out the 6 most important trends in the industry:
1. Chatbots as the interviewers
Online interviews with the standard questionnaires are slowly getting a big competition: Chatbots! The main advantage of chatbots comparing with the standard questionnaires are better interaction with the participant.
Facebook did research in Brazil with the local agency Insitum, where they have compared and analyzed online interviewing conducted with a human and a chatbot. The result was similar in the objectivity and accuracy of the analysis.
