Around this time of year, one can’t help but become reflective. I know I’m not alone when I say that, on the one hand, this year somehow shot past faster than the last one, but on the other hand, it was jam-packed with new discoveries, fresh ideas, and memorable experiences. In particular, this has been a milestone year for the data insights innovation team here at Forrester, as we officially launched our Technographics 360 research approach, which synthesizes mobile behavioral, social listening, online qualitative, and survey data. As I think back on my experiences with the Technographics 360 initiative inside Forrester, paired with my industry learnings outside Forrester, a few key lessons come to mind that I will take into the new year:
1. Synthesis is “in.” In fact, I learned so much about this topic, I wrote a full blog post dedicated to it! In essence, we now live in a world where the truest insight is a product of synthesis – building knowledge up – rather than of analysis – breaking ideas down. I recently attended SSI’s seminar featuring Simon Chadwick, who proposed that data synthesis is “the next big thing” in insight skills. I agree: With so many diverse data sources at our fingertips that offer unique perspectives on consumers’ lives, researchers need to put the puzzle pieces together to construct a comprehensive understanding of consumer behavior.
If you read my blog regularly, it should come as no surprise that I am an ardent fan of using mobile devices — whether mobile phones or tablets — for market research purposes. I have discussed how consumers are already forcing our hand into the world of mobile and that market insights professionals are not conducting mobile market research but instead are conducting market research in a mobile world.
Given this, I was both delighted and dismayed when attending this year’s ARF Re:think 2013 conference. Why was I delighted? There was a marked increase in the number of talks that focused on the role mobile plays — whether as a research technique or how it plays a significant role in consumers’ lives. Of just the talks I attended, which were a lot, almost 60% of them discussed the role of mobile. And a lot of these “mobile” talks were in the main track session. Talking with colleagues who attended last year, it’s clear that mobile has definitely moved front of mind compared with ARF Re:think 2012.
But I was dismayed that it was still just talk, talk, talk. At the conference, I was surrounded by tablets and smartphones, and people were using them all the time. And while we’re living this mobile life, we’re listening to speeches telling us how we need to start thinking about the role of mobile. Dare I say that we need to do a bit more than just thinking at this point in the game? We clearly have to get our act together soon.
I just returned from the IIR Market Research Technology Event (TMRTE). These were three action-packed days of industry leaders delivering great insights on what’s important for the market research industry, as well as the challenges and opportunities that technology presents. It was a pleasure to meet and connect with so many thought leaders in market research. Here are three main themes I gathered from the event and what I think market researchers need to pay attention to:
Big data is here. Many of the presenters highlighted how intimidating the flood of digital data can be for market researchers. Christopher Frank from American Express and Paul Magnone from Openet say it’s like “Drinking from the Fire Hose.” But Stan Sthanunathan from Coca-Cola reminded us that big data is a reality — so we’d better embrace it or get left behind. As a result, market researchers will need to move from viewing technology as an enabler to viewing technology as a driver.
With mobile usage becoming increasingly widespread and companies testing the water with mobile strategies, market insights professionals need to uncover consumers’ mobile behavior today and tomorrow. But with the pace of mobile innovation moving so rapidly, how can you keep up with all of the things that people are doing with their mobile phones?
In the next three years, would you expect people to use their mobile phones as wallets? What about as electronic passports? What about for space exploration? While that seems like a long shot, a New York state resident did just that — attaching an iPhone to a weather balloon, videoing the journey, and using its GPS feature to map its voyage (see link for the footage).