The market research industry is facing a transformation. Customer expectations are changing rapidly, and the need for automated, continuous research is increasing. What does this mean for market researchers and organizations? Discover how you can respond to these changes and stay relevant in a dynamic market.
The need for a continuous flow of information
Organizations ask themselves: “How can we continuously improve the customer and employee experience and our quality?” Traditional, periodic market research falls short. To respond quickly to customer needs, a constant flow of information is essential. Data collected yesterday must be usable today to take immediate action. This approach requires innovation in market research.
Monitor a coherent customer journey
The modern customer uses multiple channels during a single interaction. For example, a customer can start with a chat, call for more information and complete the purchase in a physical store. Traditional studies that focus on one channel lack this coherence. An effective market research program should track the entire customer journey, regardless of channel.
Don’t ask unnecessary questions
Customers expect companies to know who they are and what they need. Repeatedly asking for data that is already known leads to frustration. By linking market research data to existing Business Intelligence (BI) systems, you can create hierarchical reports that provide insight at every level: from regions to individual employees. This not only increases efficiency but also customer satisfaction.
The value of customer stories
The emotion behind open feedback is indispensable. Customer stories make feedback concrete and motivate employees to take action. The purpose of customer stories is not only data analysis, but also to allow emotions to permeate the organization. By presenting these stories to the right people at the right time, you make feedback personal and meaningful.
Dashboards: Personal and visual
For a broad impact, it is important to share results via real-time dashboards. These dashboards should be tailor-made for different users. After all, managers, analysts and service employees have different information needs. Attractive infographics create visually compelling dashboards that make data understandable and actionable.
