Market Research Trends That Companies Should Pay Attention To

Guest post 22.3.2022. Reading Time: 5 minutes

Marketers today must be experts in data interpretation, customer analysis, and insights management. They will utilize various tools and strategies to create a deep knowledge about the market, customer needs, and preferences. But a complete understanding of the market is not enough. If you want to improve your knowledge of current marketing topics, you need to study academic articles and professional guides. This is an essential question in modern marketing trends, especially with the rise of influencer marketing, and it’s crucial to answer it for yourself.  

Every company needs to stay on top of today’s global market trends and ensure that its operations are running smoothly and efficiently. Today’s latest trends in market research are highly significant for those who want to stay at the top of their game and gain a competitive edge. 

Market Intelligence Understanding

marketing intelligence understanding

As contemporary market intelligence has shaped and metamorphosed into different sectors, one thing always holds – bettering the business world one step at a time. Nowadays, businesses have to be more aware of their situation and how it affects them. Modern market researchers don’t do just mere data gathering anymore. They try to understand people’s minds about specific issues and how they affect their business. This step is crucial because companies want to know what their target audience thinks about them and what they require from their products and services. 

This is simply about knowing why you are conducting market research in the first place.  Every business has a goal of some sort, and if you want your research to reach its full potential, you should try to achieve this goal in mind. The purpose can be as varied as generating more sales to increasing brand awareness.

Aligning Mission Statement with Consumer Values 

Consumers of market research have an insatiable thirst for more than just factual data. They want to know how the findings will impact their lives, the industry, and the company itself. They want to be educated on what they’re reading, but they also want to be entertained. And they want to be engaged in a way that aligns with their values and beliefs. 

Research is essential to business growth. It helps companies better understand their customers and create higher-quality products. The best companies make decisions based on research data, while others make decisions based on trends and gut feelings. But if the data isn’t representative of the people they serve – it doesn’t matter what they’re basing their decisions on.

A good mission statement is not the same thing as a strategy. A mission statement states what you are, what you’re trying to accomplish, and why you exist. A strategy is a set of actions designed to achieve a specific goal. Any good business needs both, but it’s crucial to start with your mission statement is vital. That’s because an adequately crafted mission statement can act as a guiding light for your business strategies. Without it, you run the risk of making unwise or unsustainable decisions that won’t help your business fulfill its purpose.

Smart Surveys Capturing Targeted Insight

Businesses of all sizes need to monitor changing attitudes, opinions, and behavior of consumers to stay ahead of the competition and identify new opportunities. At the same time, organizations realize increased demand for more cost-effective and flexible survey services. One of the essential digital components of any business is understanding who the customer is and what the customers’ needs are. Effective market research can provide the answers to these questions.

Real-Time Social Listening Adoption

In real-time, social listening has attained a lot of popularity in recent times, owing to the versatility it offers to get insights and data relating to a company’s marketing campaigns. Real-time social listening helps marketers understand the responses of their target market to the campaign material in real-time. Real-time social listening provides a view of how the industry perceives a product or service in real-time, enabling the brand to adopt quick remedial action. 

It answers questions like how people respond to a particular campaign or product and the public sentiment about a subject. Today, more and more companies actively aim to use social media as an effective marketing platform, and real-time social listening seems to be the answer to this problem. Social media is one of the best platforms to gather real-time feedback relating to a particular product or company. 

The information gathered through this method is genuine and provides better insights into the industry’s perception of a company’s marketing campaign in real-time. Therefore, given its advantages over other market research methods, more and more companies today are opting for it over the traditional market research methods. As more brands adopt real-time social listening, marketers’ study of social listening adoption confirms that the technology is being used for a wide variety of purposes. 

Renewed Focus on Quality of Metrics

Renewed focus on quality of metrics

Due to this shift in consumer behavior, marketers are increasingly building trust by showing customers that they have earned their loyalty through products and services that reflect their values. What’s more, they are spending time and money to make their claims believable. In a time of increased skepticism of marketing claims, it is more important than ever before for market research firms to focus on the quality of the data they collect rather than prioritizing quantity.

Suppose those who work in market research are truly dedicated to understanding consumers’ needs and wants. In that case, it is crucial to base your conclusions on reliable market research techniques. Metrics are the foundation of data-driven decision-making, and a good metric should have four qualities: it should be easy to measure, be focused on KPIs and business objectives, be easy to understand, and should support action.

The metrics quality has often been overlooked because the bigger goal is just to have more numbers in a dashboard. However, if you want your data-driven organization to take action upon these numbers, you need quality metrics.

Redefining Customer Experiences

The concept centers around why and how customers use products and services as opposed to traditional market research approaches that focus on customer demographic information and customer profiles. Customer experience research aims to understand what motivates a customer to purchase a product or service, how they perceive that product or service, and how they use the product or service. By giving businesses an accurate perspective on customers, they can more effectively create products, services, and features that appeal to those customers.

This shift in market research has been partly driven by the increased prevalence of digital technologies in our lives. Whereas before, customers could choose what products, services, and features they used, now they have many options at their fingertips. To remain relevant, businesses must understand what differentiates their products, services, and features from the competition.

Customer experiences are the combined perceptions and emotions associated with the entire process of acquiring a product or service. The concept includes, but is not limited to, the experience of use and purchase and activities related to the service. The quality of a customer’s perception of emotion concerning a brand or product experience determines whether they are willing to recommend it to others. 

Fewer Platforms for More Results

The development of technology has led to the creation of new software that has made it easier for students and businesses to complete their tasks and create better results. The ability to use platforms such as Gmail, Facebook, Twitter, modern trends in market research, and others makes it easier to receive messages, express an opinion and make money. 

Even though some platforms have many users, others have smaller amounts but tend to have more engaged users. You need to learn about each platform, determine how you want your audience to interact with you, and then use the platform that is best for you. For today’s marketers, the platform landscape has become increasingly complex. With so many social media channels, one can easily get lost or overwhelmed. As a result, you must develop a few key channels to achieve your goals.


Eva Castleberry
Eva Castleberry is a freelance content writer. She is interested in a wide range of fields, from education and online marketing to personal entrepreneurship. She is used to handling many writing orders at the same time and understands the importance of writing clearly and concisely. She has been a contributor for Essayshark since 2018.