"Yesterday is History, tomorrow is a mystery.
Today is a gift. That's why it is Called "present". "
Master Oogway - Kung Fu Panda (2009)
Much different today in the industry market research. In three years, since the popularization of networks and buzz of Social Media as a channel of interaction between customers and suppliers, we have experienced the onset and development of one of the most significant period of revolution of this century. Things which we live today, what we discussed and the means used to read this blog, will be part of modern history books in years to come.
Many of these changes have been orderly, and meticulous growing, many others, around abruptly and apparent chaos. And what is assumed in many of the business cycle has been challenged since its foundation. Of course there is reason and cause behind change / maintenance of research practices in times and places, and the idea of \u200b\u200bthis post (and some more) is to outline the chain of events that have marked the mutation.
it is wise to take seriously the phenomena, both those who see and experience, such as third parties are telling you. Is the basic reason to study history, understand the past to predict the future. In this mechanism, this is vital.
Here are some arguments about what has been and Research over the past 3 years (2007 to 2010)
customer reconfiguration
write in a previous post about the importance of taking the customer as a partner, colleague and trainee in a business that is approaching bulldozer steps towards DIY (Do It Yourself) . Is a discussion in which they are involved and pushing and several current professional research, arguing the positives, negatives and opportunities in these new areas. The question should be how we came to this, or how we are coming?
To that end I reviewed the reports made by two Regional Research Associations United States, which decided in 2009 to review this phenomenon
MRGA Research Industry Trends 2009 -2010 , whose research focuses on the configuration of the demand for market research at International level, the predictions market and the future role of mobile technology. (Market Research Global Alliance is an association of regional companies that market research opinion polls every year about 15.000 professionals, providers and market research clients with U.S. based and can be contacted through the Greenbook Marketing Research Directory).
NGMR MR Trends 2010 LinkedIn Group , which focused on finding out what the models of research required by the customers and the choice of international research providers in terms of its technology. (NGMR LinkedIn Group is the group that has more market research specialists worldwide, about 80.000 analysts, teachers, researchers, clients and consultants around the globe). Uniting
findings of both studies and with the trends may show as we soaked in the middle, can be arming the reasons why today and until the story changes its course again, customers are changing their role to suppliers.
The crisis, of course
Yes, the crisis continues. Mainly in the U.S. as a country that long ago not to live as relatively precarious times for its 300 million inhabitants. The existing social scheme is the savings and uncertainty. In the rest of the world's atmosphere is different in different regions: Mexico and South America soon react to a condition with which they are familiar, and continue running and lifting power. Europe, so different between countries and regions, wanders between tranquility and tension watching the U.S. and China. 3-year history we know.
was hoped that the time of credit crisis and uncertainty will change the way we do business, and in case the required form and provide research. Customers expect very modest growth scenarios, and many research providers fear that customers prefer speed over quality of information. Even when the effects of the crisis seem to be smaller stage, after dilution, the market has had 3 years to rethink their needs.
On the other hand, small firms and medium tend to benefit the price and reputation research providers. The problem is when reputations providers do not meet the price parameter and vice versa. This disparity between price and quality, has led several companies to begin trials of Investigation for their own means, using unsophisticated tools, simple and adaptable to local environments.
And here is where he started to climb the DIY practice. Given the costs of hiring a provider of high quality, and given the riskiness of companies are currently consolidating a position, clients use the tools at its disposal and "essay" fundamentals of discipline. And research firms with greater vision create models of service they provide training, coordination and coaching in using these tools for small business.
The major lesson of the crisis, at any time and place, is the certainty that everything can be reinvented in time. There are two challenges for current suppliers: 1) To prove the value of their service base, and 2) build on the momentum of entrepreneurs, teaching them to be successful.
Innovation required
growing technology, the new currents of thought, the abundance of "specialists" (this is another topic) and paradigms broken by leading companies in their industry have moved the consideration of large customers in their choice of providers .
Increasingly, the criterion of choice is indexed to the capacity of research providers to propose innovative methodologies, sophisticated tools and new techniques for comprehensive analysis. The professionals and businesses that have witnessed this change have invested significant amounts of time, resources and talent in making new proposals to break with convention and present customers with new glasses to see reality.
The new demands for innovation in research has three main axes, so that customers and suppliers in particular emphasize and develop crumbling:
Data Mining. pretty old concept indexed to the principles of market intelligence, but only now beginning to research unusual popularity. Part of the premise of resuming it generated, "undermining" the information in combination with alternative variables, obtaining information that is not seen with the naked eye.
It has become a growing demand among companies due to the inordinate amount of information generated, which often is not given to obtaining value. For its implementation come into play a number of software and human talent able to connect the information in propositional arguments, used beyond its original purpose.
Web Analytics. is worth a pause and ponder how the Internet has changed in these three years to the point that the Internet itself and its content is now a source of very extensive primary research. Also becomes overwhelming conceive that there documented practices and specific programs that are specifically dedicated to squeeze Internet from the perspective of the user.
The user leaves clues for his passage through the Internet, which today are latent focus of the companies involved. And the setting of schedules and monitoring systems are in high demand in the U.S..
Blog Mining and Social Media Analysis. Where else would you seek the opinion of the Internet if not in the place where the genre. The practice of search engines, mining and cataloging of posts and messages on social networks are so common and in demand by companies now have a presence in the media that there are even companies whose main business is to provide these tools and systems.
This is particularly possible because of the widespread policy of open source with social applications that allow users to generate specific apps for this purpose.
The field is now digital and human
Particularly in the U.S. there is a very strong argument as to the real representative of the studies are conducted on a sample telephone practice until 2 or 3 years was the leader. Since the current mobile lines to fixed and moving connection means official, has reviewed the current capacity with these studies to reflect reality when it comes to open-market studies.
In Latin American countries is not a widespread practice, although there are many companies that have invested in this field and have been in dilemma to test the reliability of their studies.
Because of this, for 2010 and beyond in the industry expected a decline in demand for studies via physical and electronic mail, and a significant drop in road studies directly on their existing branches (CATI and IVR). The research is leading the field to the media where the respondents come together and interact digitally.
communities online , consumer panels on the internet and blogs are the favorites in the industry today on opinion polls and media polls, because the belief is that it is easier representativeness of the market getting smaller and controlled by these systems.
Obviously, this does not solve the problem of representation (even if we wanted the opposite, even There are large regions where access to Internet and computers is a coveted benefit), so there's an interesting trend in the return of person-person studies as a reliable source of representation. Latin America has seen rapid changes in these issues since a very large part of the studies still stand physically, but the scaling of the Internet as a social platform is a medium-term effect should be observed.
In conclusion
Well said old lady turtle Kung Fu Panda: "Yesterday is history, tomorrow is a mystery. Today is a gift, it is called Present. " The client, industry, companies always change their way of doing things to the crisis. The goal is to survive, to stay and thrive, in that order.
The next big change in market research may take in what the current hold, or we might be experiencing a new change without knowing it. The only way to know is to be aware of this, what the client says, what he expects from us and what we're willing to do. This will determine our survival.
For the next part of this review, we will the trend of mobility and the paradigmatic role of social networks.
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