- Forrester Councils
- Councils Overview
- log in
Posted by Reineke Reitsma on December 20, 2010
It’s the time of year again, in which we tend to look back at what has been, and look forward to what will happen. Looking at this from a professional angle, 2010 was a very interesting year for the industry: research vendors bounced back from the recession, there was an increased focus on added value, and we saw a lot of innovation happening. In our report Predictions 2011: What Will Happen In Market Research, my team and I have identified a number of trends that we expect to shape market research in 2011.
Organization, technology, and social are defining the research agenda in 2011. In fact, in 2011 market researchers need to embrace social media as an information source, recognize technology as a driver of change while understanding how to implement it effectively, and continue to identify and integrate innovative methodologies to prepare for the future ahead. This will drive, for example, the following trends:
Other trends we're covering in the Predictions 2011: What Will Happen In Market Research report are around emerging methodologies and how they’ll gather interest with client-side market researchers (although we don’t expect them to spend much money on it yet). We also expect a new wave of DIY uptake that, because of the broad capabilities of the offerings, will support the whole organization, not just market research departments.
Do you agree? What other trends do you foresee for next year? We'd love to hear your thoughts on what will happen in 2011 in our industry.
We wish you a merry X-mas and a Happy New Year; may all your (market research) wishes come true!
Lead BT Transformation
Develop customer-obsessed strategies to drive growth »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
Free On-Demand and Live Events
Latest events from Forrester analysts, online and in person »