knowledge

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?

Taxes, death, and norms – or at least for the market research industry – are inevitable. But do they make sense, or do they just give us the wrong sense of security?

This year has brought new approaches to market research for many global brands, and the shift was felt across all industries – but keeping up with the latest trends is no easy task. To help brands get ready for 2022, we handpicked 5 tips from the top experts from Microsoft, Google, Swiggy, Coca-Cola, and Colgate-Palmolive that tackle the innovation process, sustainability, and approaches to collecting consumers’ data in the next year. Let’s dive in!

Predicting consumer trends, new research tools and innovative approaches is no easy feat – which is why we turned to our insights experts to hear their best predictions, advice and perspectives on 2022!

Many new products are introduced every year, but only 20% of cases succeed. Every brand knows that planning and successfully developing NPDs is a challenge – and experts Stijn Smet (Managing Director, AfCE), Angeliki Maragkou (Global Strategic Insights & Analytics Director, Head of CoE, Bayer), Marija Đorđević (Product Director, EyeSee), Mirna Đurić (Head of Insights, EyeSee) and Milica Kovač (Product Manager, EyeSee) deep-dived into tackling challenges, minimizing the risk on the innovation process and why is testing in pre-launch stage improve chances of success once the product hits the shelves.

Two years into the pandemic, the world is faced with another crisis – and the shake in consumer confidence could be felt across all markets. As the gas prices reach record highs, so do the concerns about the cost of daily lives. The long lines at the supermarkets at the start of the pandemic were replaced by queues at the gas stations across the world. The surge in consumer confidence was evident. So what is the first step brands should take to stay on top of this new global complex environment?

As reports of the plunging consumer confidence continue to emerge in the developing global situation and inflation becomes a challenge across the world – the critical question for marketers and businesses is: what will be the impact on shoppers’ behavior? In a comprehensive study, our team took a closer look at the shifting sentiment in new circumstances using a tech-driven approach leveraging virtual shopping.

The future of shopping is set for a social revolution. Thanks to its accessibility, social media has quickly become one of the essential business operations for brands. And due to the highly competitive digital arena, growing a brand’s social presence has never been more challenging – from standing out in the clutter and ensuring ads actually trigger the conversion into purchases to knowing how to successfully navigate the polarizing timelines caused by turbulent events and crises.

Is packaging in consumer healthcare so different from FMCG, or could we draw parallels between some rules and trends?