Name: Biggest market research trends in 2022
Uploaded: 2022-04-19T15:19:05.814Z
Duration: 395.08
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.

market trend.vtt

English

{{00:00:01}}
I think what we've seen over
the past couple years is you

{{00:00:41}}
have more and more data overall.

{{00:00:43}}
And just to summarise, I think
the one of two trends that

{{00:00:46}}
I highlight is one is AI.

{{00:00:49}}
And second is data quality
and I'll explain why AI.

{{00:00:53}}
In a world where you keep having more
data, you have more survey data, you

{{00:00:57}}
keep seeing more panel integrations,
different types of data, too.

{{00:01:02}}
Folks in the organisations make
decision based on customer data,

{{00:01:06}}
target market data, social data, ad
data, TV data, et cetera, transaction

{{00:01:12}}
data, purchase behaviour data, so
now you have all those data silos in

{{00:01:17}}
your organisation, it becomes harder
and harder for organisations, not

{{00:01:20}}
to collect more data, actually it's
been democratised to some degree,

{{00:01:23}}
but to make better decision based
on that concurrency of data sets.

{{00:01:27}}
And that's what we help our clients
doing that, we have our set of solution

{{00:01:32}}
across the product development life
cycle, using our AI engine, I think AI

{{00:01:35}}
will be key because you need technology
to make sense of the data with that

{{00:01:39}}
type of scale and using those different
type of structured or unstructured

{{00:01:43}}
data to help customers just get a more
holistic picture on their customer

{{00:01:47}}
base and help them shape what's next.

{{00:01:50}}
And the second thing is related to data
is it's great to have more data, it's

{{00:01:54}}
great to have different types of data.

{{00:01:56}}
We're big fans of data, we're a
technology company, but we want to

{{00:01:58}}
make sure data is really high quality.

{{00:02:01}}
And in a world where the access to
data has been democratised basically,

{{00:02:06}}
you need to have really high standards
in the quality that you have.

{{00:02:09}}
So just give you an example, when we
work with our clients on trackers,

{{00:02:13}}
we've talked about brain tracking,
brain health tracking, the first

{{00:02:16}}
thing we make sure is we want to
make sure your sample composition,

{{00:02:20}}
your data quality is really the same
so you can compare apple to apple.

{{00:02:25}}
The worst thing we see is trackers,
where there is a change from wave

{{00:02:29}}
to wave, months of a month, but that
change actually is not representative

{{00:02:32}}
of a real change in the market.

{{00:02:34}}
It's just the data I was
collecting in the way that

{{00:02:36}}
there's not just representative.

{{00:02:37}}
So that's also really important.

{{00:02:40}}
And we're also using AI here to be able
to detect bad actors in our platform.

{{00:02:45}}
Poor quality responses.

{{00:02:46}}
Speeders, low quality of open-ended
responses, which so valuable making

{{00:02:51}}
sense of those open ends, not only
the clothes and the responses.

{{00:02:53}}
So it's a big theme.

{{00:02:55}}
I think this is going to be a
big strength in 2022 and beyond.

{{00:02:59}}
I think further automation, I think
is going to be a big trend in 2022.

{{00:03:04}}
I think we've seen a buildup to that
so far, and I'm starting to see more

{{00:03:09}}
and more automation as it relates to
methodologies, but also as it relates

{{00:03:13}}
to the delivery of the research back.

{{00:03:16}}
Researchers want to use the automation
because it's easy to use and easy to

{{00:03:20}}
set up, but they also need to make
it easy to deliver to their teams.

{{00:03:23}}
So I think we'll see a lot of, whether
it's AI or, you know, traditional

{{00:03:29}}
reporting templates that come out
of 2022 that really help make the

{{00:03:34}}
reporting life easier for clients
in the market research space.

{{00:03:40}}
It's going to be in the future
all around these omni-channel

{{00:03:43}}
fulfillment methods.

{{00:03:45}}
Younger generations are not going
to stores as much as they used to,

{{00:03:50}}
and so we really need to have a
firm understanding, this goes for

{{00:03:53}}
retail in general, about how we
think they continue to improve those

{{00:03:58}}
omni-channel fulfillment methods,
how we can make sure that our

{{00:04:01}}
brands are successful, making sure
we're selecting the right partners.

{{00:04:05}}
But the amount of convenience apps
are only going to proliferate.

{{00:04:10}}
So I think it's really important
that we, in our cannabis space,

{{00:04:14}}
understand what that means.

{{00:04:19}}
So I think it is about segmentation.

{{00:04:21}}
So segmentation for brands has
usually been an enormous undertaking.

{{00:04:27}}
It's normally been a six month project,
really understanding consumers,

{{00:04:32}}
another time it was clusters.

{{00:04:34}}
It's conducted at great
expense, great time.

{{00:04:37}}
And then it's not updated
to this kind of three years.

{{00:04:39}}
Like these are the segments, these
are our consumers, and that's changed.

{{00:04:44}}
So the segmentation work that a
lot of our clients did pre pandemic

{{00:04:48}}
and even early pandemic, even mid
pandemic, Delta variant pandemic,

{{00:04:52}}
et cetera, it's almost outdated
as quickly as it came through.

{{00:04:56}}
Those consumers and those segments
have shifted significantly.

{{00:05:00}}
So I think for 2022, the real key focus
for Suzy and for many of our clients

{{00:05:04}}
is we need to segment these consumers
faster, quicker, and more frequently

{{00:05:08}}
because behaviors are shifting
on a very, very frequent basis.

{{00:05:13}}
And people don't fall into just one
segment and stay there for three years.

{{00:05:16}}
It's really about that shifting
needs and shifting mindsets.

{{00:05:20}}
So I think segmentation and the speed
of segmentation could be a key in 2022.

{{00:05:27}}
I think mental health
is going to be huge.

{{00:05:30}}
Both in terms of how brands speak
to Gen Z, but also in the kind of

{{00:05:35}}
products that they're releasing.

{{00:05:37}}
You know, we saw this, actually,
someone referenced it yesterday

{{00:05:40}}
in a presentation, google put
out a how to transition from

{{00:05:46}}
your old phone to a new one.

{{00:05:47}}
And it was like a mindfulness video.

{{00:05:49}}
So you can, even if your product
doesn't directly relate to

{{00:05:53}}
mental health, there's ways that
you can still speak about it.

{{00:05:56}}
And Gen Z wants to
see that from brands.

{{00:05:58}}
They want to see, like, you know that
we're really stressed out, right.

{{00:06:01}}
A lot has happened in
the past few years.

{{00:06:03}}
How are you addressing it?

{{00:06:04}}
But also like, are you
understanding my experience?

{{00:06:07}}
And how are you going to talk about it?

{{00:06:09}}
Like Pizza Hut had a weighted blanket,
you know, so it doesn't seem like it

{{00:06:13}}
would fit into their product offerings,
but it actually makes a lot of sense.

{{00:06:17}}
They just want to feel heard, Gen Z.

{{00:06:21}}
Talking to them about their mental
health, even if it doesn't seem

{{00:06:23}}
like that might fit into your
brand, that's totally the way to go.

I think what we've seen over
the past couple years is you

And just to summarise, I think
the one of two trends that

And second is data quality
and I'll explain why AI.

In a world where you keep having more
data, you have more survey data, you

keep seeing more panel integrations,
different types of data, too.

Folks in the organisations make
decision based on customer data,

target market data, social data, ad
data, TV data, et cetera, transaction

data, purchase behaviour data, so
now you have all those data silos in

your organisation, it becomes harder
and harder for organisations, not

to collect more data, actually it's
been democratised to some degree,

but to make better decision based
on that concurrency of data sets.

And that's what we help our clients
doing that, we have our set of solution

across the product development life
cycle, using our AI engine, I think AI

will be key because you need technology
to make sense of the data with that

type of scale and using those different
type of structured or unstructured

data to help customers just get a more
holistic picture on their customer

And the second thing is related to data
is it's great to have more data, it's

We're big fans of data, we're a
technology company, but we want to

And in a world where the access to
data has been democratised basically,

you need to have really high standards
in the quality that you have.

So just give you an example, when we
work with our clients on trackers,

we've talked about brain tracking,
brain health tracking, the first

thing we make sure is we want to
make sure your sample composition,

your data quality is really the same
so you can compare apple to apple.

The worst thing we see is trackers,
where there is a change from wave

to wave, months of a month, but that
change actually is not representative

It's just the data I was
collecting in the way that

And we're also using AI here to be able
to detect bad actors in our platform.

Speeders, low quality of open-ended
responses, which so valuable making

sense of those open ends, not only
the clothes and the responses.

I think this is going to be a
big strength in 2022 and beyond.

I think further automation, I think
is going to be a big trend in 2022.

I think we've seen a buildup to that
so far, and I'm starting to see more

and more automation as it relates to
methodologies, but also as it relates

Researchers want to use the automation
because it's easy to use and easy to

set up, but they also need to make
it easy to deliver to their teams.

So I think we'll see a lot of, whether
it's AI or, you know, traditional

reporting templates that come out
of 2022 that really help make the

reporting life easier for clients
in the market research space.

It's going to be in the future
all around these omni-channel

Younger generations are not going
to stores as much as they used to,

and so we really need to have a
firm understanding, this goes for

retail in general, about how we
think they continue to improve those

omni-channel fulfillment methods,
how we can make sure that our

brands are successful, making sure
we're selecting the right partners.

But the amount of convenience apps
are only going to proliferate.

So I think it's really important
that we, in our cannabis space,

So segmentation for brands has
usually been an enormous undertaking.

It's normally been a six month project,
really understanding consumers,

It's conducted at great
expense, great time.

And then it's not updated
to this kind of three years.

Like these are the segments, these
are our consumers, and that's changed.

So the segmentation work that a
lot of our clients did pre pandemic

and even early pandemic, even mid
pandemic, Delta variant pandemic,

et cetera, it's almost outdated
as quickly as it came through.

Those consumers and those segments
have shifted significantly.

So I think for 2022, the real key focus
for Suzy and for many of our clients

is we need to segment these consumers
faster, quicker, and more frequently

because behaviors are shifting
on a very, very frequent basis.

And people don't fall into just one
segment and stay there for three years.

It's really about that shifting
needs and shifting mindsets.

So I think segmentation and the speed
of segmentation could be a key in 2022.

I think mental health
is going to be huge.

Both in terms of how brands speak
to Gen Z, but also in the kind of

You know, we saw this, actually,
someone referenced it yesterday

in a presentation, google put
out a how to transition from

So you can, even if your product
doesn't directly relate to

mental health, there's ways that
you can still speak about it.

They want to see, like, you know that
we're really stressed out, right.

A lot has happened in
the past few years.

But also like, are you
understanding my experience?

Like Pizza Hut had a weighted blanket,
you know, so it doesn't seem like it

would fit into their product offerings,
but it actually makes a lot of sense.

Talking to them about their mental
health, even if it doesn't seem

like that might fit into your
brand, that's totally the way to go.

Trend

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.

Market research

Insights

Artificial Intelligence

Mental Health

Data Transformation

Segmentation

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Karen Lee

Director of Shopper Insights 

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Samuel Bakouch.jpg

Samuel Bakouch

VP of Product Management & Global Insights Business 

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Anastasia Pelot.png

Anastasia Pelot

Content & Marketing Manager

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Katie Gross

Chief customer officer

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Brett Criss

Senior Vice President 

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.

AI and data quality

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. 

Automation

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.

Omnichannel fulfillment

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.


Rapid segmentation

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.