The future of market research at AMAI Ideas
Posted: Mon Jan 06, 2025 6:48 am
David Marcotte, Senior Vice President Americas at Kantar Retail, gave a talk on 2027 – The Decade of Unknowns That Will Be Our Future, where he answered some questions about what the future of research is expected to be.
The evolution of international trade and global challenges are many, massive changes are happening, proof of this is the growth of the Chinese industry, social classes, so every change must be taken into account.
«New payment and distribution models are helping China grow.»
The future is upon us, we must stop asking and start measuring emotions, be where the consumer is, be disruptive, and also make use of technological tools; Without a doubt, a bright future awaits us in the insights industry. “ The future is already upon us, that is where we must focus,” concluded David Marcotte.
David Marcotte
Bridging the gap between research and innovation
Kristin Luck, Global Strategic Advisor at Luck Collective, was another senegal phone number speaker at Ideas AMAI 2017, where she shared with us how market research has evolved over the years, the challenges of storytelling and innovation.
He also highlighted that if we do not generate insights, if we do not promote knowledge that impacts the company, we do not offer value to our organization.
Luck said that there are modern methods for conducting surveys, but they should not be long or boring.
He noted that some technologies are not yet optimized for new media, such as cell phones, so surveys are still being created as if they were for PCs.
Kristin Luck, Luck Collective IDEAS AMAI 2017
How to optimize technological resources? Kristin Luck said that if we do not generate insights, we are not offering value, hence the importance of taking advantage of the use of mobile devices, something that is ignored by researchers, but that affects the user experience and consequently the entire study.
“Mobile Optimization: one of the main challenges in market research, as it goes beyond creating a questionnaire that can be viewed on a cell phone” - Ideas AMAI 2017.
The world is changing, and so is the way we obtain data. It is estimated that the average number of tools used by researchers is 8.07. Luck also invited us to fight the fear of failure, since fighting failure is one of the opportunities of the marketing industry.
Finally, he shared 4 tips for the future:
Follow your instincts: This leads us to do genuine things, to improve in things we are good at, not in what we are not.
Seek creativity: Do it in environments that encourage it.
Keep researching: Be a scout in the future. You focus on what other researchers do, but it's not just about that, you have to look for information about people's behavior.
Get out of your comfort zone: Following your instinct, getting out in order to get in, gives us new perspectives for market research.
The evolution of international trade and global challenges are many, massive changes are happening, proof of this is the growth of the Chinese industry, social classes, so every change must be taken into account.
«New payment and distribution models are helping China grow.»
The future is upon us, we must stop asking and start measuring emotions, be where the consumer is, be disruptive, and also make use of technological tools; Without a doubt, a bright future awaits us in the insights industry. “ The future is already upon us, that is where we must focus,” concluded David Marcotte.
David Marcotte
Bridging the gap between research and innovation
Kristin Luck, Global Strategic Advisor at Luck Collective, was another senegal phone number speaker at Ideas AMAI 2017, where she shared with us how market research has evolved over the years, the challenges of storytelling and innovation.
He also highlighted that if we do not generate insights, if we do not promote knowledge that impacts the company, we do not offer value to our organization.
Luck said that there are modern methods for conducting surveys, but they should not be long or boring.
He noted that some technologies are not yet optimized for new media, such as cell phones, so surveys are still being created as if they were for PCs.
Kristin Luck, Luck Collective IDEAS AMAI 2017
How to optimize technological resources? Kristin Luck said that if we do not generate insights, we are not offering value, hence the importance of taking advantage of the use of mobile devices, something that is ignored by researchers, but that affects the user experience and consequently the entire study.
“Mobile Optimization: one of the main challenges in market research, as it goes beyond creating a questionnaire that can be viewed on a cell phone” - Ideas AMAI 2017.
The world is changing, and so is the way we obtain data. It is estimated that the average number of tools used by researchers is 8.07. Luck also invited us to fight the fear of failure, since fighting failure is one of the opportunities of the marketing industry.
Finally, he shared 4 tips for the future:
Follow your instincts: This leads us to do genuine things, to improve in things we are good at, not in what we are not.
Seek creativity: Do it in environments that encourage it.
Keep researching: Be a scout in the future. You focus on what other researchers do, but it's not just about that, you have to look for information about people's behavior.
Get out of your comfort zone: Following your instinct, getting out in order to get in, gives us new perspectives for market research.