Four trends impacting market research by 2030

KUALA LUMPUR: Automation and do-it-yourself (DIY) tools, big data, transparency and trust and redefining the partnership role are the four major trends disrupting market research execution and delivery by 2030.

Euromonitor International, a London-based market research company identified the trends in a new released white paper, titled ‘Four Global Trends Disrupting Market Research’.

The company in a statement said market research will become more complex and technical. New technologies need to be embraced for streamlining and automating data collection and analysis, freeing time for higher-level problem solving and storytelling.

Automation and DIY tools will help deliver on-demand insights, eliminating manual work for researchers and allowing clients to explore data independently. Big data integration will shift the market research process from capturing the ‘ what’ to determining the ‘why’.

While increased access to new data sources means transparency indatacollectionandmethodology is also imperative to become a trusted partner in which researchers educate clients and work toward actions beyond solely insights.

Head of client innovation at Euromonitor International, Zandi Brehmer said new tools, inputs and best practices will blur with increased use of market research to speed decision making and stay competitive. — Bernama