Embracing innovations in market research

Embracing innovations in market research

The way brands are perceived has constantly evolved over the decades. Consumers nowadays expect brands to be digitally engaging, proactive, and socially responsible, according to research from Markstein and Certus Insights. Studies show that 70% of consumers want to know a brand’s stance on relevant issues, and almost half closely follow companies’ social responsibility efforts.

This is where market research comes into play. Empowered consumers shape the market, making it more important than ever to understand customer values and preferences, test new ideas and messaging, and track brand health and equity. Now is the time for companies to leverage new technology to expand market research efforts and further connect with consumers.

• How can companies derive actionable insights from data gathered with market research? What should they be looking for?
• What are the ways brands can effectively implement and utilize market segmentation without alienating customers?
• How can AI and ML help drive competitively intelligent business strategies?