Four challenges facing market research in the digital age

  • June 22, 2016

Four challenges facing market research in the digital age

IIeX is one of the top conferences for marketing professionals to share innovative ideas about the market research industry and the challenges facing market research today. Datagame was proud to sponsor the Taproom and share a little bit from our corner of the industry. We hope you enjoyed it and took something away on how to make surveys great again.

When we weren’t in the Taproom, we snuck away to hear some of the many sessions, visit with the other exhibitors, and network with other market research professionals. We picked up on four key challenges facing market research that seemed to keep cropping up throughout the week:

1. There’s still room for improvement on mobile surveys.

While online surveys are slowly becoming more mobile-friendly, there are still too many that simply don’t provide a good user experience on mobile devices. There’s also lots of room for mobile optimization. Did you know that the modules from Datagame work great on mobile devices and rely on device-agnostic technology, so they work equally well on Android, iOS, and Windows Mobile?

2. Technology is helping to automate market research.

The automation of study design, data collection, data analysis, and data visualization can help market research professionals spend less of their time “doing” and more time “thinking” and discovering insights. For example, Datagame’s Max Diff Rankifier game can automate the design of MaxDiff studies, standardize the data collection across studies, and visualize the data resulting from a Max Diff study. This allows the market researcher to focus their time on the parts of the study design that really add value to the study, not on figuring out how to make well-balanced comparison sets and program them in a survey tool.

3. The integration of disparate data sources is necessary to make consumer-level insights.

True insights and story telling come from connecting data from different data sources. Looking at individual data sources only tells part of the story; you need to combine data from transactional behavior, social media traffic, online surveys, and other sources. Datagame is leading the charge, with a DIY platform that can work with any survey platform, allowing you to connect your survey responses to your Datagame data.

4. There are significant challenges in reaching and engaging Millennials.

As the first truly “digital native” generation, Millennials grew up with technology and view it, use it, and interact with it differently. They have more of a gamer mentality–which makes Datagame a great way to interact with and engage Millennials in research.

Summary

There’s a lot to be excited about for the future of the market research industry. The leaders in this digital age will be those who best meet the challenges facing market research and can:

  • optimize their online survey user experience on mobile devices.
  • automate their research processes.
  • integrate their data sources to discover market insights.

We think Datagame is well positioned to help and should be an essential tool in the innovative market researcher’s toolbox. Sign up for a free account to try out our DIY insights gamification platform today.