What trends should market researchers expect in 2016? To find out, we asked a variety of executives and thought leaders to share their predictions for the coming year. Our sources include industry veterans at established firms, as well as a number of innovative entrepreneurs.
These respondents cited a range of influential factors including the role of mobile devices, big data, and social analytics in understanding consumer behavior. New technological developments could help market researchers unlock real-time data and answer strategic business questions more quickly and accurately. To find out more about these trends, check out the series of quotes below.
In-the-Moment Research with Mobile Devices
“I think in 2016, and this isn’t necessarily a new trend, but more and more research will be done on mobile devices — but not simply because of their proliferation in market and share of usage vs. desktop computers, but because of the ability to intercept respondents while they are in the middle of certain actions or at certain locations is becoming more achievable and accurate. In addition, I think in 2016 marketers will continue to use big data to better understand consumer behavior, but market researchers will begin to use the same data to help understand the ‘why’ behind this behavior, and how they can help marketers develop strategies to impact these behaviors.”
— Mitch Markel, Partner at Benenson Strategy Group