With the rate at which technology moves these days, I find it hard to believe traditional market researchers (especially those that have been practicing since before the web came of age) will be able to keep up with the ever-changing landscape.
Until market research veterans come to the realization that they probably can’t adapt quickly enough, technology companies will continue to eat into their slice of the pie.
For that reason and many more, I suggested during #MRMW11
that market researchers need to align themselves with technology companies — either through the form of a partnership or becoming an internal asset.
As the most recent Greenbook Research Industry Trends
explained, the client-side is becoming more and more interested in speed than accuracy
. This notion does not mean accuracy isn’t important. Rather, I believe this reality means the technology community has the ability to adapt at a much quicker pace to satisfy the end client.
For many veterans of the industry, trying to adopt the newest market research technologies at their disposal is almost a futile attempt to stay relevant. In order to remain relevant and valuable in the new era of Big Data
, any market researchers should position themselves as valuable assets to new entrants.