Biggest market research trends in 2022

Biggest market research trends in 2022

01 Apr 2022
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Karen LeeKaren LeeDirector of Shopper Insights at Canopy GrowthSamuel BakouchSamuel BakouchVP of Product Management & Global Insights Business at MomentiveAnastasia PelotAnastasia PelotContent & Marketing Manager at Ypulse

Anastasia Pelot is the Content Marketing Manager at YPulse. She is a youth culture expert who leverages her deep understanding of generational behaviors to provide valuable insights for brands engaging young consumers. She specializes in decoding Gen Z culture, guiding brands through the latest trends and generational shifts, and transforming data into actionable knowledge.

Katie GrossKatie GrossChief customer officer at Suzy

A long-time MRX veteran, Katie Gross knows the importance of bringing your consumer into every business decision. Her deep understanding of the full market research value chain stems from 18 years of international experience across every facet of the industry — working with insights agencies Mintel and Stylus to individual brands at Avilton Foods, and even within the world of programmatic survey sampling at Cint and Toluna. Now in her role as Chief Client Officer, she manages the Sales, CS, and Market Research Center of Excellence teams to provide best-in-class customer service for Suzy’s impressive roster of enterprise clients.

Brett CrissBrett CrissSenior Vice President at Toluna Corporate

Criss is currently serving as SVP and team lead for Toluna’s emerging, strategic account relationships.

Brett is an experienced sales leader and customer relationship manager with a demonstrated history of success in SaaS-based and traditional, consultative market research environments. Prior to his position at Toluna Corporate, Criss act was Vice President at Ipsos for almost a decade, and is skilled in Sales and Sales Management, Client Service Management, Creative Development (ASI), Concept Testing and Volumetric Forecasting (Nielsen BASES), Qualitative Research and Brand Health Tracking.

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Description

We're looking forward to seeing what 2022 has in store. The market research trends we're seeing now have the power to shape the industry, from artificial intelligence to concentrating on consumers' mental health. Five market research and insights professionals share their predictions for how their sector will evolve in 2022 and beyond.

Table Of Contents

AI and data quality
Better data leads to better decisions. But how would you choose and process better data from a massive data pool? AI has garnered more attention in this regard. Samuel Bakouch underlines that one of the hottest topics in 2022 will be getting access to high-quality data and using AI to help with that.
Automation
Making reporting easier for clients and market researchers is terrific news for both sides. According to Brett Criss, one of the keys is automation. The focus is the ease of delivery and usage for market researchers either with AI systems or new reporting templates.
Omnichannel fulfillment
With the effects of the pandemic, omnichannel fulfilment is becoming an increasingly important solution for organisations. According to Karen Lee, the consumer experience is rapidly evolving, and the future will revolve entirely around omnichannel fulfilment methods.
Rapid segmentation
As customers' mindsets and preferences have shifted more frequently than in past years, rapid segmentation will be one of the key themes in 2022. Segmentation, according to Gross, will be a massive undertaking in the coming years.
Focusing on mental health
Gen Z wants to know if companies are aware of their problems. Even if your product has nothing to do with mental health, talking about it can help you connect with your customers. Anastasia Pelot believes that addressing mental health issues as a way of interacting with clients will become increasingly important in the coming years.
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