Some years ago, Robert Moran of the Brunswick Group argued that marketing research has to:
"advancing in line with the acceleration of changes in the business world, society and consumer demands."
To do this, market research must find new paths. Robert summarizes them in two
Accelerated fashion
Futuristic community
Robert mentions:
Because of this accelerated change in market research in our era, Robert identified 10 factors that will change your business:
Disruptive technologies
Digitalization
Disintermediation
Dematerialization
Data
Democratization
DIY (“Do it Yourself” which refers to the process of making or creating something by yourself)
Demography
What does the problem of acceleration of discontinuous change macedonia phone number mean for marketing research?
In the book Leading Edge Marketing Research , Robert presented 22 future scenarios for the marketing research industry, of which two are particularly relevant in an era of discontinuous change:
Accelerated fashion:
Fast to Market Experimentation “Act, think. Rush to market. Products are real-time experiments and then analyze sales data.”
Example:
In fast-paced fashion, the “think” then “do” model has been turned on its head: Do, then think; execute, then evaluate. The Lean Startup suggests: run rapid market experiments and keep iterating. The motto is: “new, better, faster, obsolete.” This approach inverts the research paradigm by putting the product on the market first, learning as you go along, all in the form of an experiment. Some retailers that use this pattern are Zara and Charming Charlie, stores that offer fashionable and affordable clothing.
The Futurist Community :
Anticipation, thinking, doing, anticipating futures, data analysis of factors: social, technological, economic, environmental, political (STEAP).
Example:
The futurist community aims to somehow foresee the future. For example, The Futurist magazine includes a forecast of trends and ideas about the future such as what major changes are in sight. In Race Against The Machine, the authors move away from the era of socio-technological progression and argue that the information age is now turning into an era of robotic biotechnology. The social composition of society will gradually change and a new structure will emerge that will include people who lack the cognitive ability to work. Then, we will face technological unemployment: what will happen when algorithms replace non-manual work and robots replace physical work?
Market research is a necessity for business growth and for the creation of new products in line with consumer trends that change over the years. It is the duty of research agencies to be up to date on this topic in order to keep their process up to date.