As technology continues to accelerate and streamline traditional approaches to understanding consumers, at the end of 2021, we face a transformed market research landscape.

The insights world is buzzing with ‘agile research’, ‘AI’, ‘machine learning’, and other expanding offers, so we sat down with some of our new senior team members and seasoned industry experts to tackle one question – which approaches truly help brands uncover what consumers think?

Here are their takes on what could set your brand apart from the competition and how to prepare for 2022.

The new reality of user experience is here – optimize for success

The pandemic has accelerated many trends across all industries – but it has not completely disrupted all our consumer know-how and challenges. EyeSee’s Business development lead in the UK, Dorte Torpe Hansen, reflected on the relationship between online and brick-and-mortar stores.

She noted that more people were forced to shop online but it has not been an altogether positive experience for many. It is not easy to adjust to online shopping: finding products and brands in the right size or flavour, navigating the check-out, sorting out delivery and so on. For quite a lot of people this is more difficult than going to the shops.

As optimization of the online user experience is bound to be one of the critical domains to leverage growth also in 2022 for brands across industries, make sure to check out our recent comprehensive guide on conducting online path to purchase research.

Technology enhances what market research can (already) do for brands

When speaking about the trends brands could anticipate in the new year, Lonneke de Roo, EyeSee’s Senior Business Development Director, mentioned that the question of sustainability is the one that comes to mind first.

Drawing from years of research in packaging communication around sustainability, Lonneke noted:

The need to take action and act greener has never been more apparent – and as EyeSee’s recent study proved, an average consumer expects big brands to step up. Key challenge and opportunity lie in this fact: 27% of shoppers would buy more eco-products if they were from well-known brands.

So, the question for brands in 2022 is not IF but HOW to innovate and build competitive, sustainable products that win on the shelf. This can only be done by foregoing the surface-level greenwashing approaches and tapping deeper into the nuance of consumers’ purchase decisions regarding sustainability. Thanks to simulated feed testing and other tech-enabled options, researchers nowadays are expanding on what can and is being tested.

Changing times require a change in how we organize to deliver

Different technologies are currently fuelling a transformation in market research practices and consuming our focus, but these changes need their back-end – our organizations – to catch up as well. EyeSee’s Client Service Director, André Ketzel, concentrates on long-term strategies that can build future-proof organizations and ensure instant wins – here, being capable of seizing that opportunity for change becomes key:

What is certain is that intelligent and agile use of technology is becoming the main differentiator between research suppliers nowadays — both in terms of delivery and internal processes, resource planning, and decision-making.

For example, automating manual parts of research processes gives insights teams more time to focus on analysis and the high-value side of their job that requires their expertise and genius – while taking human errors out of the equation.

Another example of tech-enabled approaches might be the development of virtual testing environments in-house to meet the complex needs of the market. Testing in context enables clients to feel the pulse of the consumers more effectively than in traditional research, consequently preventing new products and communication initiatives from failing.

These MR supplier organizational adjustments allow brands to innovate and test more of their products, packs, and ads with higher predictability. In essence, market research tech enhancements are empowering brands to become truly customer-centric and consumer-led.