This piece collates opinions from senior research executives about the direction of research.
Though remote and passive forms of data collection have existed for years, the pandemic gave it a push into the limelight. With consumers more active on online platforms, the effectiveness of traditional and face-to-face market research practices has declined.
With companies already tracking brand health through social listening trackers, established research methods are expected to fade away. Experts recommend that brands should leverage chatbots and AI tools on popular platforms to have a natural conversation with their target audience.
Marketers should also invest in technologies to enable social listening. Insights gathered from social listening tools, and analytics can help enhance operational efficiency and increase ROI.
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[6 minute read]