Aligning to the post-pandemic shifts in market research
Aligning to the post-pandemic shifts in market research
22 Feb 2022
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Description
The consequences of COVID-19 have hastened advances in market research's digitalisation. That's not all, though. Leaders in market research and insight discuss the obstacles they faced and the adjustments they underwent during and post-pandemic periods.
Table Of Contents
Going virtual
All organisations, large or small, must accelerate their digital adoption and alter their processes to provide their clientele with the experience they want and a more precise picture of changing customer behaviour.
New ways of thinking
As a result of the pandemic's impact on consumer research, insight professionals needed to develop new approaches to understand changing customer behaviours better. Instead of in-store research, Lee outlined the contemporary tactics they began to apply.
Speed, speed, speed
In times of crisis, the decision-making capacity of market research and consumer intelligence is even more valuable. However, in today's world, research must be done quickly to maintain its worth. Gross shares her experience on how the industry evolved, and speed became a critical component of success.
Focusing on agility
During the epidemic, product testing was challenging for market researchers. Companies began to replace face-to-face research with DIY research solutions for their clientele. Strobel emphasises Mars Petcare's agility and how it explored new ways that it wouldn't have needed if the epidemic hadn't struck.
Prioritisation
Working from home may sound attractive, but if you can't prioritise your to-do list effectively, it becomes a challenge. As an insight leader, Estlund highlights the significance of establishing the added value of each assignment for market researchers.
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