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15 top trends that will impact marketing in 2022.

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Marketing trends come and go, constantly evolving as brands strive to better leverage the latest technologies and respond to shifts in the marketplace. It’s not just about making a splash or creating attention-grabbing content anymore. After making target audiences aware of their existence, businesses must then connect with prospective customers in meaningful ways, build a reputation as a trusted source of information, and nurture those relationships. 

That’s a lot to accomplish when so many consumers are preoccupied with managing the effects of the global pandemic on their lives. To reach people in this climate, brands would be wise to leverage emerging marketing trends that promise to give them an edge over the competition. Here, 15 members of Forbes Agency Council each share one top trend they anticipate in their industry this year and predict how it will impact the market in 2022.

Forbes Agency Council members share top trends that will impact marketing in 2022.

1. More Long-Term Influencer-Brand Relationships

We’re likely to see an increase in long-term influencer-brand relationships, with creators taking on a variety of brand ambassador roles and an overall shift toward always-on programming, as opposed to one-time deals. Brands will have the opportunity to build more authentic connections with their audiences through longer-running programs that leverage influencer expertise and credibility over time. - Danielle Wiley , Sway Group

2. ‘Conversational Commerce’

Entrenched in projects and working with clients across the retail supply chain, I’m inspired by “conversational commerce.” First coined by Uber’s Chris Messina in 2015, it refers to “the intersection of messaging apps and shopping.” This is a new frontier in retail. - Dave Wendland , Hamacher Resource Group

3. Experiential E-Commerce

Experiential e-commerce will be essential to all companies that are selling online. From retailers and subscription sites to software as a service platforms, the implementation of interactive, experiential and highly tailored pathways will be a necessity to accommodate user expectations. Brands are competing for their user base, and experiential e-commerce will be winning the answer this time around. - Goran Paun , ArtVersion

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4. ‘Doing Digital Right’

Communications agencies will shift from a transactional approach and take on a more advisory role as they look at long-term partnerships with brands. While the communications industry has made digital-first a priority these last few years, 2022 will primarily be about “doing digital right”—leveraging digital tools to supplement integrated communications initiatives when and where it makes sense. - Lars Voedisch , PRecious Communications

Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

5. The Rise Of Interactive Content

Buyers are becoming more and more independent in their journey. So, as marketers, we need to take this into consideration and make things easier for the users. Businesses might have to put more time and effort into keeping the prospect engaged and helping them find what they are looking for, so one trend that might manifest itself in 2022 is the rise of interactive content. - Solomon Thimothy , OneIMS

6. Intent Monitoring

It’s time marketers focus on their biggest business goal: finding buyers who are ready to buy. To that end, it’s helpful to know who’s searching for your solution—and who is potentially in-market. Intent monitoring is the answer, and it’s a top trend that we anticipate will grow in 2022. When combined with actionable insights, it offers a powerful way to impact business growth. - Paula Chiocchi , Outward Media, Inc.

7. The Continued Rise Of Influencer Marketing

There is a lot of distrust among the public when it comes to who they are getting their information from. Influencers have built trust with their audience over a long period of time. Therefore, their audience knows that when their favorite influencer backs a service or product, it’s legit. Companies need to take bigger advantage of this moving forward. - Jason Hall , FiveChannels Marketing

8. A Resumption Of Business Travel And In-Person Meetings

Our clients and their customer advisory board members universally express a desire to “get back on the road” and meet with their peers face-to-face as they normally would, putting the pandemic behind them once and for all. - Eyal Danon , Ignite Advisory Group

9. New VR-Based Software Tools And Apps

With the latest announcements from Facebook (now Meta) regarding the metaverse, people can begin to expect new software tools and apps to be introduced in the virtual reality world. I would anticipate seeing more hybrid and mixed reality experiences in 2022. - Jordan Edelson , Appetizer Mobile LLC

10. New Methods Of Teamwork And Collaboration

The workplace is not a location; it’s a mindset. Driven by the impact of Covid, the work environment will continue to be redefined. The impact on the market is huge. Employers need to be creative in blending productivity and employee needs; those who will thrive will seek new ways of accomplishing “work” and different methods of teamwork and collaboration. - Leeza Hoyt , The Hoyt Organization, Inc.

11. Alternative Targeting Solutions

With the deprecation of third-party cookies set for 2023, marketers will be testing alternative targeting solutions, such as people-based targeting, throughout 2022. Companies that can leverage and expand on your first-party data will need to be vetted before cookies are gone entirely. - Donna Robinson , Collective Measures

12. A Massive Shift In Who Conducts Research

In the insights industry, we expect to see a massive shift in who is conducting research activities. Accelerated by both the Covid-19 pandemic and increasingly user-friendly technology, the barriers to market research have been drastically lowered. That means marketers, product designers, user experience specialists and others will no longer simply be users of data—they will have an active role in generating it too. - Chris Martin , FlexMR

13. A Renewed Emphasis On Reputation

We have seen the increased fragility of brands in the country over the last 18 months, as well as their balancing act of trying to resonate within a polarizing marketplace. How does a brand attract and gain advocates without alienating a market segment? It’s an unprecedented scenario for brands to navigate. - Dean Trevelino , Trevelino/Keller

14. Long-Form ‘Guide’ Pages

The best content is going to win out. However, everyone is writing long-form “guide” pages. So putting them in the best format and making them readable and shareable will be key. Those who can make their pages interesting will win and have a more successful Web presence. - Peter Boyd , PaperStreet Web Design

15. Bigger Business Pivots To Online/Digital

In 2022, I believe there is going to be a need to concentrate on and adapt to cryptocurrencies and nonfungible tokens and move businesses to the online marketplace. We already saw the pivot that had to happen during the pandemic to online/digital, and that trend is only going to get bigger. Companies should start integrating these things into their strategy as they look ahead so they don’t fall behind. - Zack Teperman , ZTPR

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Digital marketing trends for 2022

Beth Stackpole

Jul 13, 2022

The advent of digital tools has upended age-old processes in marketing and advertising. Digital marketing technology is now a requirement for identifying, attracting, and retaining customers in an omnichannel world.

A new e-book from the MIT Initiative on the Digital Economy highlights learnings from the 2022 MIT Chief Marketing Officer Summit held this spring. The topline message to marketing executives: Add data, analytics, and algorithms to better reach socially-linked modern consumers.

Here are MIT Sloan researchers’ top digital marketing trends for 2022:

Social consumers in broad digital and social media networks

Today’s consumers make brand decisions based on a very broad set of digitally connected networks, from Facebook to WhatsApp, and the mix is constantly in flux.

Since social consumers are influenced by what social network peers think about different products and services (a trend called “ social proof ”), marketers must employ granular analysis to really understand the role of social media in marketing, according to IDE director Sinan Aral.

Aral examined 71 different products in 25 categories purchased by 30 million people on WeChat and found significantly positive effects from inserting social proof into an ad, although the effectiveness varied. For example, Heineken had a 271% increase in the click-through rate, while Disney’s interactions rose by 21%. There were no brands for which social proof reduced the effectiveness of the ads, Aral said.

Video analytics on TikTok, YouTube, and other social media

TikTok influencers loom large, especially with Gen Z. The problem is whether or not those viral influencer videos actually translate beyond attention into sales.

Research shows that engagement and product appearance isn’t the crucial factor — it’s more about whether the product is complementary or well-synched to the video ad. And the effect is more pronounced for “product purchases that tend to be more impulsive, hedonic, and lower-priced,” according to research conducted by Harvard Business School assistant professor Jeremy Yang while he was a PhD student at MIT.

Measuring consumer engagement with machine learning

 Call it the “chip and dip” challenge: Marketers have long grappled with how to bundle goods, finding the right consumer products to combine for co-purchase from a huge assortment. With billions of options, this research is exacting and massive in scale, and data analysis can be daunting.

Researcher Madhav Kumar, a PhD candidate at MIT Sloan, developed a machine learning-based framework that churns through thousands of field scenarios to identify successful and less successful product pairs.

“The optimized bundling policy is expected to increase revenue by 35%,” he said.

Using machine learning to forecast outcomes

Most marketers are concerned about retention and revenue, but without good forecasts, decisions about effective marketing interventions can be arbitrary, said Dean Eckles,  social and digital experimentation research group lead at IDE. Instead, update customer targeting through use of AI and machine learning to forecast outcomes more quickly and accurately.

In collaboration with the Boston Globe, IDE researchers took a statistical machine learning approach to analyze the results of a discount offer on customer behavior after the first 90 days. The short-term surrogate prediction was just as accurate as a prediction made after 18 months.

“There’s a lot of value to applying statistical machine learning to predict long-term and hard-to-measure outcomes,” Eckles said.

Adding “good friction” to reduce AI bias

Digital marketers talk frequently about reducing customer “friction” points by using AI and automation to ease the customer experience. But many marketers don’t understand bias is a very real factor with AI, said  Renée Richardson Gosline,  lead for the Human/AI Interface Research Group at IDE. Instead of getting swept up in “frictionless fever,” marketers must think about when and where friction can actually play a positive role.

“Use friction to interrupt the automatic and potentially uncritical use of algorithms,” Gosline said. “Using AI in a way that’s human-centered as opposed to exploitative will be a true strategic advantage” for marketing.

Read the 2022 MIT CMO Summit Report

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5 Ways Marketing Leaders Can Drive More Value in 2022

• Janet Balis

Marketers must claim the broader growth agenda, connecting the dots across data, digital, and the full customer journey.

As the pace of digital transformation continues, marketers are now taking center stage in their organizations, connecting the dots across customer needs and data, business priorities, and the digital agenda. The author recommends five actions marketing leaders should take to aggressively drive growth and create value.

As we begin 2022, we face the third year in which the pandemic is transforming our business reality. The acceleration of digital behaviors isn’t abating, nor are your customers’ expectations.

• Janet Balis leads EY’s consulting professionals in the Americas focused on the customer agenda and revenue growth, including commercial excellence, customer experience and product innovation and also leads EY’s CMO practice. She has also served as a partner at Betaworks, publisher of The Huffington Post, and EVP Media Sales and Marketing at Martha Stewart Living Omnimedia. Balis is on the global board of the Mobile Marketing Association and the International Television Academy of Arts and Sciences, and she is also an advisor to the Harvard Business School Digital Initiative. You can follow her on Twitter: @digitalstrategy.

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Mapping 2022 in Journal of Marketing Analytics : what lies ahead?

• Published: 15 February 2023
• Volume 11 , pages 1–4, ( 2023 )

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• Maria Petrescu 1 &
• Anjala S. Krishen 2  

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The 27 peer-reviewed articles published in the Journal of Marketing Analytics ( JMA ) in 2022 present relevant insights regarding both the current state of marketing analytics and trends and topics to be considered by research and practice in 2023 and beyond. Considering the dynamic evolution of analytics, data science, and related technologies, we present here an overview of the essential questions and issues which may cross our paths in the weeks and months to come.

A semantic analysis mapping of JMA’s peer-reviewed articles is included in Fig.  1 (e.g., Krishen et al. 2019 ). The main themes identified in this unsupervised lexical analysis (via Leximancer) display the central areas of research in 2022. We will now expand on each of these themes.

Marketing analytics themes in 2022

Articles in the consumers theme reflected on analytics in the context of consumer engagement and retention (Bozkurt et al. 2022 ; Simões and Nogueira 2022 ), customer inertia (Kautish et al. 2022 ), and customer experience and preferences (Kaabachi et al. 2022 ; Yoo and Yoon 2022 ). Consumer communication in the context of the pandemic (Li and McCrary 2022 ) and the customer decision journey (Vollrath and Villegas 2022 ) were also topics approached in the context of marketing analytics.

Research related to the brands theme mainly discusses the role and benefits of marketing analytics in brand relationships and loyalty (Damberg et al. 2022 ; Haverila et al. 2022a , b ; Yee et al. 2022 ). Brand reputation (Doong 2022 ) and brand communities in an informational, co-creation context were also topics of interest in this theme (Piriyakul and Piriyakul 2022 ).

Processes and strategies

With regard to the processes and strategies theme, Abrantes and Ostergaard ( 2022 ) study dataveillance, a topic that also has a contemporary role in 2023, while Leong et al. ( 2022 ) interrogate the issue of strategic analytics in social media electronic word of mouth (eWOM). Risk and company strategy is another important analytics-related concept (Mathur 2022 ) accompanied by decision-making criteria and metrics (Rave et al. 2022 ).

Capabilities and performance

The capabilities and performance theme discusses aspects related to organizational capabilities, business performance, and marketing return-on-investment (ROI). The business-related effects of capital equipment and performance analytics are also studied in a multitude of industries and business environments (Harmath et al. 2022 ; Legg et al. 2022 ; Moriyama and Kuwano 2022 ; Zeybek and Ülengin 2022 ). Moreover, the impact and implementation of artificial intelligence (AI) in marketing is analyzed in a network context (Schiessl et al. 2022 ).

Time and longitudinal evolution

The time and longitudinal evolution theme includes analytics and data analysis methods over time (Blozis 2022 ), as well as the insights of bibliometrics and their relevance in marketing research and analytics (Caputo and Kargina 2022 ; Ghorbani et al. 2022 ). JMA studies also reflected on an essential topic in marketing analytics—i.e., prediction—in relation to performance and profitability, as well as machine learning methods (Valluri et al. 2022 ; Vriens et al. 2022 ).

Overall, the central research themes reflected in the JMA in 2022 also emphasize and pave the way for additional research and a continuation of their efforts into 2023 and beyond. The market has already uncovered some key areas of interest for this year, including AI-augmented smarter data-driven decisions, content authenticity measures, and accountability for ethical AI in marketing (Gartner 2023 ). Considering JMA’s recent publications and market trends, papers published online, as well as planned special issues, what follows is a potential list of topics that represent priorities for the coming year.

Consumers, customers, and clients

The use of analytics in identifying fake and deceptive content,

Marketing analytics that refocus on the strategic differences between consumers, customers, and clients,

The evolution of information search and processing in the AI era.

Brand communities in the context of virtual reality,

The new analytics of brand loyalty in the digital economy,

Brand communications and AI-generated content (e.g., ChatGPT).

Marketing processes and strategies

Industry-specific marketing analytics use and implementation,

AI-based decision-making,

Marketing analytics and data sharing on a micro, meso, and macro level.

Marketing capabilities and performance

The elusive analytics ROI,

Strategic analytics capabilities and impact,

Marketing analytics quality standards.

Prediction and evolution

Advances in the use of analytics for predictive and prescriptive purposes,

Cognitive and AI-based analytics,

Black-box analysis in neural networks.

Data availability

The data includes the text of the peer-reviewed journal articles published in 2022 in the JMA.

Abrantes, B.F., and K.G. Ostergaard. 2022. Digital footprint wrangling: Are analytics used for better or worse? A concurrent mixed methods research on the commercial (ab)use of dataveillance. Journal of Marketing Analytics 10: 187–206. https://doi.org/10.1057/s41270-021-00144-5 .

Article   Google Scholar  

Blozis, S.A. 2022. Bayesian two-part multilevel model for longitudinal media use data. Journal of Marketing Analytics 10: 311–328. https://doi.org/10.1057/s41270-022-00172-9 .

Bozkurt, S., D. Gligor, and N. Gligor. 2022. Investigating the impact of psychological customer engagement on customer engagement behaviors: The moderating role of customer commitment. Journal of Marketing Analytics 10: 408–424. https://doi.org/10.1057/s41270-021-00146-3 .

Caputo, A., and M. Kargina. 2022. A user-friendly method to merge Scopus and Web of Science data during bibliometric analysis. Journal of Marketing Analytics 10: 82–88. https://doi.org/10.1057/s41270-021-00142-7 .

Damberg, S., M. Schwaiger, and C.M. Ringle. 2022. What’s important for relationship management? The mediating roles of relational trust and satisfaction for loyalty of cooperative banks’ customers. Journal of Marketing Analytics 10: 3–18. https://doi.org/10.1057/s41270-021-00147-2 .

Doong, S.H. 2022. Comparing the effect of interactivity and reputation on purchase intention in live commerce: A serial mediation study. Journal of Marketing Analytics 10: 329–340. https://doi.org/10.1057/s41270-021-00139-2 .

Gartner. 2023. Gartner marketing predictions: Top 5 marketing trends and predictions for 2023. https://www.gartner.com/en/marketing/research/top-trends-and-predictions-for-the-future-of-marketing . Accessed 30 Jan 2022

Ghorbani, Z., S. Kargaran, A. Saberi, et al. 2022. Trends and patterns in digital marketing research: Bibliometric analysis. Journal of Marketing Analytics 10: 158–172. https://doi.org/10.1057/s41270-021-00116-9 .

Harmath, P., R. Feeney, and J. Ramoni-Perazzi. 2022. Producers’ brand–dealer dual loyalty to capital equipment. Journal of Marketing Analytics 10: 390–407. https://doi.org/10.1057/s41270-021-00137-4 .

Haverila, M.J., K. Haverila, C. McLaughlin, et al. 2022a. The impact of tangible and intangible rewards on online loyalty program, brand engagement, and attitudinal loyalty. Journal of Marketing Analytics 10: 64–81. https://doi.org/10.1057/s41270-021-00150-7 .

Haverila, M., K. Haverila, C. McLaughlin, et al. 2022b. Engagement, participation, and relationship quality in the context of co-creation in brand communities. Journal of Marketing Analytics 10: 232–249. https://doi.org/10.1057/s41270-021-00136-5 .

Kaabachi, S., S. Ben Mrad, and T. Barreto. 2022. Reshaping the bank experience for GEN Z in France. Journal of Marketing Analytics 10: 219–231. https://doi.org/10.1057/s41270-022-00173-8 .

Kautish, P., A. Khare, and R. Sharma. 2022. Health insurance policy renewal: An exploration of reputation, performance, and affect to understand customer inertia. Journal of Marketing Analytics 10: 261–278. https://doi.org/10.1057/s41270-021-00134-7 .

Krishen, A.S., O. Berezan, and C. Raab. 2019. Feelings and functionality in social networking communities: A regulatory focus perspective. Psychology and Marketing 36 (7): 675–686.

Legg, M., T. Webb, and A. Ampountolas. 2022. Marketing to the next generation of casino patrons. Journal of Marketing Analytics 10: 89–101. https://doi.org/10.1057/s41270-021-00131-w .

Leong, C.M., A.M.W. Loi, and S. Woon. 2022. The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics 10: 145–157. https://doi.org/10.1057/s41270-021-00132-9 .

Li, J., and R. McCrary. 2022. Consumer communications and current events: A cross-cultural study of the change in consumer response to company social media posts due to the COVID-19 pandemic. Journal of Marketing Analytics 10: 173–183. https://doi.org/10.1057/s41270-021-00138-3 .

Mathur, M. 2022. Who pulls the strings: Firm strategy or firm environment in controlling firm risk? Journal of Marketing Analytics 10: 341–359. https://doi.org/10.1057/s41270-021-00141-8 .

Moriyama, T., and M. Kuwano. 2022. Causal inference for contemporaneous effects and its application to tourism product sales data. Journal of Marketing Analytics 10: 250–260. https://doi.org/10.1057/s41270-021-00130-x .

Piriyakul, I., and R. Piriyakul. 2022. The moderating effect of influencer on the causal map of mutual information, coproducer and customer value: A thematic analysis of messages posted by brand communities. Journal of Marketing Analytics 10: 131–144. https://doi.org/10.1057/s41270-021-00124-9 .

Rave, J.I.P., G.P.J. Álvarez, and J.C.C. Morales. 2022. Multi-criteria decision-making leveraged by text analytics and interviews with strategists. Journal of Marketing Analytics 10: 30–49. https://doi.org/10.1057/s41270-021-00125-8 .

Schiessl, D., H.B.A. Dias, and J.C. Korelo. 2022. Artificial intelligence in marketing: A network analysis and future agenda. Journal of Marketing Analytics 10: 207–218. https://doi.org/10.1057/s41270-021-00143-6 .

Simões, D., and J. Nogueira. 2022. Learning about the customer for improving customer retention proposal of an analytical framework. Journal of Marketing Analytics 10: 50–63. https://doi.org/10.1057/s41270-021-00126-7 .

Valluri, C., S. Raju, and V.H. Patil. 2022. Customer determinants of used auto loan churn: Comparing predictive performance using machine learning techniques. Journal of Marketing Analytics 10: 279–296. https://doi.org/10.1057/s41270-021-00135-6 .

Vollrath, M.D., and S.G. Villegas. 2022. Avoiding digital marketing analytics myopia: Revisiting the customer decision journey as a strategic marketing framework. Journal of Marketing Analytics 10: 106–113. https://doi.org/10.1057/s41270-020-00098-0 .

Vriens, M., N. Bosch, C. Vidden, et al. 2022. Prediction and profitability in market segmentation typing tools. Journal of Marketing Analytics 10: 360–389. https://doi.org/10.1057/s41270-021-00145-4 .

Yee, W.F., S.I. Ng, K. Seng, et al. 2022. How does social media marketing enhance brand loyalty? Identifying mediators relevant to the cinema context. Journal of Marketing Analytics 10: 114–130. https://doi.org/10.1057/s41270-021-00110-1 .

Yoo, M., and S. Yoon. 2022. The six lodging attributes that determine travelers’ preference on Airbnb or hotel. Journal of Marketing Analytics 10: 299–310. https://doi.org/10.1057/s41270-022-00183-6 .

Zeybek, Ö., and B. Ülengin. 2022. The effect of sales promotions intensity on volume and variability in category sales of large retailers. Journal of Marketing Analytics 10: 19–29. https://doi.org/10.1057/s41270-021-00121-y .

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Anjala S. Krishen

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Petrescu, M., Krishen, A.S. Mapping 2022 in Journal of Marketing Analytics : what lies ahead?. J Market Anal 11 , 1–4 (2023). https://doi.org/10.1057/s41270-023-00214-w

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The market research trends report of 2022

Here are a few highlights the Remesh content team uncovered.

Here we are at what we all hope is the final chapter of the pandemic. We’ve all started heading back to offices, and in-person conferences are back in full swing. Most of us are cautiously re-entering “normal life” and keeping our fingers crossed. As the world collectively holds its breath, the insights industry does as well. 

Last year, we decided to look at how the industry was changing throughout the pandemic – and drew from various sources, including top Google search queries for the market research, social media discussions, and job posts. The guide was so popular that we decided to write a new version for 2022 – including some interesting comparisons to the previous year so we could understand how things continue to evolve. Here are a few highlights the Remesh content team uncovered. 

Shifting methodologies

As a search term, “market analysis” saw a boom in interest from 2020 through mid-2021. The search volume returned to normal rates at the end of 2021 and has continued to garner steady interest since then. One of the most highly searched terms in 2021 (“target market”) began a slow decline in search interest, plummeting in Summer 2021 over the full course of a year. However, a renewed interest peaked in January 2022, with a steady increase in search since then. 

Interestingly, the term “survey” has an average search volume that was lower in 2021 and continues to be lower in 2022 than in 2019. This change in preferred methodology could be attributed to introducing more complex methods and tools, including artificial intelligence or machine learning. 

Moving beyond the pandemic

One noticeable change in social media discussion related to market research is the rate at which COVID-19 is discussed. In 2021, #COVID19 and #Coronavirus were some of the most popular hashtags related to the insights industry. And no wonder, since research suddenly came to a halt in 2020, with at least one-third of researchers noting that they would delay studies due to COVID-19 up to or beyond two weeks at the start of the pandemic. In 2020, many researchers also transitioned to online research, with 77% of researchers immediately looking at online tools to replace in-person research. 

The job market for researchers

Also of note, searches related to market research this year encompass job searches for insights industry roles, signalling that The Great Resignation and broad movement in the job market generally have not left the market research world untouched. 

Download the full report, The Market Research Trends Report of 2022, for free

Ginny Lobel

B2B marketing executive with proven acquisition success; 20 years of global experience with measurable revenue impact in demand generation, sales enablement and product marketing initiatives.

Hot, hot, hot! Too hot? Can the investment boom last?

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Market Research Predictions for 2022 (Part One)

Industry leaders’ predictions for 2022: growth, tech, and talent.

by Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Editor’s Note: The following article is the first installment in GreenBook’s two-part Market Research Predictions for 2022 . Market Research Predictions is an annual series on the GreenBook Blog that features insights and analytics leaders’ predictions for the new year. View part two here .

Well, it’s the close of another year (and what a year it was!) and while that means many things to many people, for me it means one of my favorite annual events: our year-ahead Market Research Predictions !

This year I reached out to many of the best and brightest in the insights and analytics space, and asked them for their predictions for 2022. They delivered in spades, with a deep, broad, and varied set of thoughts on what the year ahead will bring for market research and marketing analytics.

There are themes that run through all of these predictions, mainly about the continuing disruption brought by technology to our space, but also about the ongoing long-tail impact of Covid-19 and related changes in consumer behavior, economic factors, and evolving business processes that will continue to reshape our industry. Of course, many also focus on the unprecedented growth and concomitant volume of M&A/Investment activity targeting our industry and what that means for the future as well. Overall the take seems to be that while 2021 was an exciting year, 2022 likely holds more of the same! 

As always, none of our would-be seers have a crystal ball or a time machine, and we know that predicting the future accurately is a rare trait. However, our soothsayers are experienced business leaders and change agents, and they are folks I would never bet against based on their stellar bios and accomplishments. I suggest that you take each with a grain of salt and all the open-mindedness you can muster.

Thanks to everyone for playing along in my end-of-year ritual; I hope you all get as much out of reading this collection as I do in compiling it!

Growth and consolidation in the market research industry

“2022 will be the year that the pace of change within the industry aligns with that seen in other sectors; been a long time coming!”

– Alex Hunt, CEO of Behaviorally

“ Growing, growing, growing. Custom research will resurge as marketers deal with segmenting consumer needs in a post-vax world.”

– Chandler Mount, CEO of Affluent Consumer Research Company

“More of the same. More mergers and acquisitions, more growth in the use of platforms, more non-researchers conducting research, more research being conducted, a continued shift away from complex solutions to pragmatic solutions (a shift from the 95% solution to the 80% solution).”

– Ray Poynter, Chief Research Officer of Potentiate

“Consolidation will continue as will the rise of technology, while legacy players will continue to fall further and further behind. Data quality will continue to plague the industry as consumers will increasingly demand fair compensation for honest answers.”

– Keith Rinzler, Founder of 1Q

Market Research Predictions for 2022 (Part Two)

“Continued market and economic fluctuations will force organizations to constantly re-evaluate their investments and strategies. This will increase demand for quick, cheap research solutions (leaning qualitative; relative to normal spending behaviors) while decreasing organizations’ willingness to commit to long-term deals. 

The consolidation from sample to full service and technologies will intensify as the most valuable assets are snatched up and buyers are left with decisions to make bigger moves or risk getting left behind.”

– Gary Ellis, President of Remesh

“We will experience significant inflation in sample costs and a renewed focus on data quality from clients. This will have an impact throughout the industry – leading to more consolidation of agencies and more push to ‘better’ not ‘cheaper’. Don’t discount a market crash towards the end of the year bringing an abrupt halt to a lot of the bigger PE deals.”

– Stephen Phillips, CEO of Zappi

“This year has seen several major announcements, both from an investment/funding announcement perspective, but also from a technological and product development perspective. 

I think both of those trends will continue  – there will be more investment in technology, both directly from companies already existing in the space, as well as external/VC/fund money. I also think there will be more consolidation on the supply side. With the exchanges largely consolidating, there will be further pressure on the supply side to do the same.

Finally, on the agency side, I think they will be investing more in technology as well as consolidation there too.”

– Vignesh Krishnan, CEO of Research Defender

“Our industry will continue to grow in volume and value. The levels of uncertainty will be an engine for this growth. I have the impression that we will return to pressure to reduce prices and automate data collection, but to put more value on specialized advisory services for businesses (e.g. consulting). A period of economic restrictions is coming – as there were for 1999 or 2008. Those were years of great growth for an industry that tries to support decision making.”

– Rafa Cespedes, CEO of Provokers (Chile) and Founder/Director of GreenBook LatAm

“2022 will be a year of phenomenal growth for the insights industry – building off of a great 2021. The market has changed. Consumer and business buyers have changed. The pandemic has changed everything in so many ways. Companies will continue to increase their investment in research to understand how their customers and influencers have changed. Pick an industry – there is a deep need to better understand how buyers want to interact and transact with their preferred brands. “

– Jay Shutter, CEO of ​​ Iluminas

“ After nearly two years of an unprecedented pandemic, with the end not yet clearly in sight, our industry continues on its trajectory of accelerated transformation. New business models and non-traditional terms of engagement with clients and partners will be critical in 2022 and beyond. Companies that continue to innovate and courageously seize emerging opportunities will disproportionately win in this transformation.”

– Gary Laben, CEO of Dynata

“Increasing consolidation in sample and data services with more of the large providers introducing their own exchanges – making unique panel assets even more attractive as quality sources for respondents.”

– Ged Parton, CEO of Maru

“Consolidation will continue across the industry. Major players will acquire the technology and resources they need to vertically integrate and streamline their offerings to clients. While the last few years have been dominated by M&A activity among suppliers and research technology companies, 2022 will see insights agencies get more active as they look for ways to in-house pieces of the ResTech puzzle as they evolve their service portfolio.”

– Isaac Rogers, Chief Innovation Officer of Schlesinger Group

“ First, price will drive growth in 2022, as increasing mobility and inflation puts downward pressure on at-home consumption volume. Look for balanced growth across price tiers, including mainstream and value tiers. Second, t o gain unit and volume share, CPGs and retailers will promote more often; pre-COVID-19 price cut discount levels will take a while to return. Third, c onsumers seek value in an inflationary environment, and value channels and value retailers will gain share. Fourth, continued investment in digital vs. store assortments, including speed of delivery and consumer experience, will drive incremental share gains. Pure-play e-commerce and mass channel will continue to dominate nonedible sales.”

– Joan Driggs, VP of Content and Thought Leadership of IRI

Technology: AI, ResTech, and automation

“I predict the continued scaling of AI/ML into our insights business. We have so many clients using it with amazing results. The machines are coming. They are fast. They are cheap. They aren’t creative and they can’t tell stories…yet. We all need to focus on storytelling and creativity. Thinking outside the questionnaires and briefs to truly grow brands. It’s a glorious time to be in insights because without insights, there can be no growth.”

– Shane Skillen, CEO of Hotspex

“The pandemic accelerated tech innovations and adoption in most industries. For life sciences, this has meant major breakthroughs, envisioned with the understanding that time is our most precious asset in fighting a little understood, deadly virus. To address pandemic demands, entire industries needed to step up. 

The traditional pace of market learning to inform business decisions is insufficient and has increasingly become stale. Though it began pre-pandemic, the need for advanced technology to springboard creativity and innovation became apparent – with continuous on-demand research and rapid-learning a business imperative. 

In 2022, we’ll see a further push towards tech innovation and new paths to customer access and engagement, particularly in market insights as the foundation of faster, continuous learning. Life science companies will double-down on continuous learning solutions in both quant and qual, and more aggressive real-time tracking solutions to understand market changes.”

– Daniel S. Fitzgerald, CEO and President of Apollo Intelligence

“Technology will continue as our most disruptive force; forcing on-going productivity and capability gains in the traditional insights and analytics world, while defining how consumers interact with digital channels, such as e-commerce, simultaneously grows share of insights and analytics spend.”

“AI is starting to come of age in the research and insights industry. We expect to see an increased prevalence of AI that will enable research and insights professionals to more easily search vast quantities of data to quickly find insights. The current state of AI can search millions of pages of content via natural language in seconds, an unimaginable level of content and precision beyond traditional keyword or boolean search. While this will aid insights professionals with their work, we also expect to see a democratization of knowledge and the ability for the constituents of insight professionals to use the same AI as the first layer of subject matter expertise within the organization. This will allow a level of self-service for marketing organizations and leadership that today are dependent on research and insights professionals to answer their routine questions. This will free up time for the experts to do more important work as they won’t be bogged down with routine queries.”

– Scott Litman, Managing Partner and Co-Founder of Lucy.ai

“We said two years ago that we will see a continuous focus on business outcomes driven by the increased integration of humans, data, and technology. Little did we know that a global pandemic supercharged that need for better and faster business support. With data and technology being a “commodity”, we will finally see a true integration and meshing of different data sources, resulting in hyper-rich, contextualized data that is curated and translated by curious insights seekers.”

– Horst Feldhaeuser, Group Services Director of Infotools

“Next year is the year for optimism. The change we’ve seen since the pandemic began will continue. Understanding the future, and what makes people tick, is more important than ever. The spotlight is on us in MRX and insights.

We are obsessed with looking inside our heads. Although a focus on behavioural economics, neuroscience, and research tech can seem warranted, I believe it could be restrictive; this raises the question: where should we look? Much of human thinking happens between brains. This is the place to look to understand humans, and in 2022 will be more important after two years of global lockdowns.

ResTech will continue to be a big part of the conversation; however, I foresee more focus on the extraction of meaning. DIY and automation platforms will address simpler projects which require quick decision making, whilst AI and data-mining extract as much meaning as possible augmented by qualitative insight and better visualisation. This will help stakeholders make decisions more easily.”

– Martin Oxley, Managing Director of Buzzback

“I believe that automation and technology are key to moving forward in order to generate the quick, in-the-moment tactical research needs. Given the current environment and constantly shifting landscape due to COVID, civil unrest, emerging blockchain, and DeFi, I think there will be a shift from highly deep, strategic consultations to now include more one-off and consumer sentiment snapshots.”

– Jacqueline P. Rosales, President of ISA /Material

“The next wave of early-stage innovation will align with broader trends that will shape the future; AR/VR and the metaverse, Web 3.0 distributed and decentralized architecture, DeFi, the redefinition of work and the explosion of the “gig economy”, data privacy and sovereignty, the DAO model of collaborative ownership and decision-making, and yes, the rise of AI and robotics in both physical and virtual forms. Those things will drive the next decade of human innovation, so pioneers in the insights and analytics space will increasingly be focusing on their pragmatic applications as we head into 2022. However, we are not done with the full distribution of existing disruptions such as automation of virtually all aspects of the operational processes of research, insights democratization, applied behavioral science at scale, the conversion to digital qual, and practical usage of unstructured data analysis. It’s going to be fun!”

– Leonard Murphy, Executive Editor & Producer of GreenBook

“In 2022, we’ll see a stark difference between businesses that act rapidly on insights and those that do not. Gone are the days where insights teams could put charts on a presentation and place them in a shared drive, where they’d be forgotten in a few weeks’ time. Customer preferences are evolving too quickly for successful businesses to slowly move information from team to team. To succeed, organizations must invest in insights technology that is tied to existing systems to speed up communication, increase efficiency, and provide actionable intelligence. As a result, new use cases will appear; engineering teams will receive customer feedback directly in their product development workflows, CMOs will receive Slack notifications when brand equity drops, and researchers will incorporate multiple data sources into their insights processes, facilitated by automation. At Fuel Cycle, we’re excited to help brands ignite action.”

– Rick Kelly, Chief Product Officer of Fuel Cycle

“ 2022 will be the year that business leaders realize there is no such thing as the ‘ new normal’. In fact, there is no normal. We live in an ever-changing world with evolving consumer demands that businesses must be prepared to meet.

The speed at which organizations are required to capture consumer insights will continue to increase as will the quality and variety of insights they need.

As a result, automation and AI research practices will become table stables (if they aren’t already). Brands will shift their focus towards humanizing insights by looking at consumers through multiple data sources and lenses to drive impact. Developing strategies rooted in empathy, the what, and the why behind consumer behavior is the key to keeping up with consumers and developing competitive moats in 2022.”

– Peter Aschmoneit, Co-Founder and CEO of quantilope

“The future of the insights industry will rely on our ability to bridge insights with actions – better and more rapidly. To succeed, companies must not only uncover accurate insights in real-time, but must also activate, measure, and optimize the effectiveness of those insights in action. Technology and analytics will make this happen, in a seamless and automated way, and will take center stage with this effort.”

“Insights repositories will become mainstream – while knowledge management solutions have been in play for a while, companies are finally using the Insights Repository function to merge CX, UX and MrX together.”

– Vivek Bhaskaran , Founder of QuestionPro

“Unstructured data analytics is claiming its rightful place on the insights and analytics table and as a result, adoption of machine learning is accelerated (think exponential). Since more than 95% of all humanity’s data (no proof about the number but it sounds right) are unstructured, how could it be any different?”

– Michalis Michael, CEO of DMR

“Integrated Workflow Platforms for brand management will be the next focus for investment and M&A. These platforms, representing a suite of decision-support solutions, will use relevant data and analytics to power proven models and visualization for speed to decision making and activation. The platform will be advisor-enabled. We call this BrandTech.”

– Elaine Riddell and Ken Sonenclar, Managing Directors of Oaklins DeSilva+Phillips

“2022 is going to demonstrate how much better we can deal with COVID and related disruptions that could hinder human behavioral research. The pandemic trail likely isn’t vanishing any time soon, but the last two years have accelerated the innovation that was bound to be part of the research industry’s future anyway. Advancements in online and mobile capabilities, coupled with hardware and sensors that continue to be more powerful, less intrusive, and less costly, will provide researchers with greater possibilities and more flexibility in studying behavior. This not only allows them to design the right studies for the right situation, but it will also allow them to navigate challenges from any further disruptions, since the lab-based studies won’t be the only way to get a peek into nonconscious processing and behavior.

With that said, research opportunities in the lab will continue to flourish – we’ve already seen in-lab research reach 2019 levels, and expect that to grow significantly in 2022.”

– Peter Hartzbech, Founder & CEO of iMotions A/S

Talent acquisition in a remote work world

“I predict we’ll see the continued rise of remote work, even as COVID subsides. The real opportunity of a “remote first” approach is that it significantly increases the size of the pool of potential hires. A remote-first company can access the best talent in the world, meaning you can literally hire from any region in any country. An office-first company can only access those who live near their building. And this brings a Darwinian business dynamic into play. If you and I run companies competing in the same space, and I have better talent and lower staffing costs, I’ll put you out of business. In a knowledge-based economy, like research, your value is the talent you employ. If other companies employ better talent, they are better than you. And you can already see this beginning to happen in companies in our sector – firms are abandoning offices and hiring better talent from around the world, allowing them to reap the rewards of the profitability boosts that these moves generate.”

– Kristin Luck, Founder/Managing Partner of ScaleHouse

“Market research will continue to come under pressure from alternative data sources and providers that decision-makers can use for decision making, many of which are cheaper, quicker, and easier to ingest, e.g. web data, in-house analytics, and syndicated data. The net effect of this is continued pressure on pricing and cost control within the agency business model to remain sustainable. Consolidation and aggregation in the panel world have optimised the price of key sample inputs (Cint/Lucid). In 2022, this model will move to the next largest P&L cost: People. People and talent will increasingly be procured through marketplaces on an as-and-when basis, minimizing overheads and maximising flexibility, enabled by talent marketplaces and remote working. Leaders will embrace this trend. Laggards will remain hooked on vertical integration. Sample automation has proven the case for how efficiency can be achieved without undermining the quality of client work. Next will be talent and service.”

– Julian Dailly, EVP, Consumer Insight of Savanta

“Human talent will be in demand; in context of a dynamic labor market, amid a world awash with analytic and data options, people who can tell a story about why other people are behaving the way they are and connect the ramifications of those behaviors to commercial outcomes, will be a precious resource in all corners of the industry.”

“I predict 2022 will see a balancing out of methodologies. Insights teams will have all of their trusted traditional methods available to them as the world (hopefully!) opens up, but now have an established toolbox of innovation to dip into as needed as well. And having a bigger, broader toolbox guided by innovation and iteration will never go out of fashion (or necessity). As teams continue to collaborate remotely across regions and working locations, they will need more collaborative platforms for research fieldwork, brainstorming sessions, participant recruiting, workshops and the collection, storage, and presentation of insights.”

– Katrina Noelle, President/Co-Founder of KNow Research / Scoot Insights

Next week, look out for the second installment of Market Research Prediction for 2022 on the GreenBook Blog.

Leonard Murphy

100 articles

The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.

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Market Research Trends to Conquer 2023

Market Research trends didn’t shift all that much over the course of the year. But, there are some that became far more prominent than others.

As an essential component of any business strategy, Market research is knowledge. And as we all know, knowledge is power. The right research tells you who your customers are, what they need and want, and what they expect from your business. While market research itself is extensive, knowing market research trends is almost equally important.

Surely, you can’t rely solely on in-person audience questionnaires and surveys as your entire strategy anymore. This isn’t the 60s. We’ve evolved and so has the world, so you can’t expect to use the same strategies forever.

That’s where knowledge of trends in market research can help you. Let’s cover some of the top market research trends for 2023 so you can meet your customers where they are and grow your business.

Trend 1. Artificial Intelligence (AI)

Businesses are blessed with massive amounts of data to analyze customer needs. But the vastness is a double-edged sword. How do you collect and analyze such vast amounts of information promptly while still conducting other essential business tasks?

Shocker: AI isn’t one of the most recent trends in the market research industry. Companies have used it for the past decade, but it is now more commonplace, more widely adopted, and smarter than ever.

Human capital isn’t enough to compile, organize, and analyze datasets from every possible source; that’s where AI can help. AI and machine learning do the heavy lifting, saving you both time and money in labor costs. Imagine seeing deep insights across millions of datasets laid out for you within minutes. Magic.

On top of the improved efficiency, AI offers more room for innovation in the types of data you can collect in your research. Today, Emotion AI analyzes facial expressions, eye movements, voices, and other non-verbal cues to figure out how a customer feels about something. These valuable insights can complement a customer survey – or replace it if it’s found to be more accurate.

Innovators beware, though. AI isn’t a complete replacement for human capital, it’s a supplementary tool. You still need people to brainstorm growth strategies and apply insights to business day-to-day. And yes, this even applies to the latest craze to rock the internet, ChatGPT.

Bottom line? AI is one of the most important market research industry trends to scale your business and reach your customers, but use it in tandem with strong talent.

Trend 2. Mobile app intelligence

With the average person opening a mobile app 11 times per day, and over 90% of mobile time now being spent on apps – there’s no doubt that apps can impact almost every business, in one way or another. The ability for organizations to monitor and track app intelligence is no longer a nice-to-have, but a must. The need for mobile app intelligence is rising across all industries, globally.

With the ability to see web and app traffic together, it’s easy to spot how consumer behaviors are changing: and it allows leaders and analysts to measure the impact of apps in their market. For those looking to rule in (or out) app investments, this provides the data needed to inform those decisions. With a complete view across the digital landscape, organizations can track how the new era of mobile-first consumers spend their time and money online.

With technology driving increased demand for apps and disruptive start-ups entering almost every sector, rapid market shifts are fast becoming the norm. App intelligence gives people the ability to spot emerging threats and take action when and where it’s needed. Without the complete picture, decisions around growth and strategy are only partially informed, which could impact outcomes further down the road.

Trend 3. Humanity in customer experience

Market research trends sometimes shift the type of data we collect from our customers. In 2023, it’s not enough to capture technical markers like age, location, and gender. Today’s customer expects a personalized customer experience, and you can’t give it to them without knowing psychographic data . What’s their attitude towards, well, everything? Are they introverted or extroverted? You also want to learn where their values lie and align yours with theirs.

After that, you use those deep personal insights to infuse more humanity into their experience. You might send a check-in email asking them if their last purchase helped them solve a problem. Or, you’ll refer to them by name when your chatbot addresses them online.

The result?

Bigger shopping carts, higher sales, and improved profit margins, according to 40% of executives surveyed by Forbes .

Trend 4. Social listening

Social listening tools have been around for a while. So, why is social listening one of the latest trends in the market research industry? One reason is the emergence of the Metaverse, which may plug your customers online even more.

Another key qualifier is real-time. Real-time social media competitive analysis will set you apart from the competition. You should always be aware if your customers attribute your content to a negative social issue, for example.

Find actionable insights from online conversations and monitor social engagement metrics . Keep track of brand mentions of course, but also common search terms and phrases. Reminders and alerts will help you stay on top of the ever-awake social media landscape.

Trend 5. Inclusive research

ESG (environmental, social, and governance) is becoming a must for businesses, with government provisions of ESG growing to 74%. But the important part is the return – environment, social criteria, and ethical governance considerations add up to 63% in equity returns . One way to promote stronger social consideration is through more inclusivity in hiring and research.

Market research inclusivity is one of the latest trends in the market research industry. The truth is, old ways of market research didn’t adequately capture a diverse audience. You can’t use the same panel provider every time and expect diverse results. Nor can you ask the same survey questions and use the same demographic markers to categorize your audience.

Inclusive research requires curiosity.

• Who are your unique visitors ?
• Which groups seem omitted from your analysis?
• How can you uncover more diverse audiences with your current tactics?

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Trend 6. Monitoring adjacent markets

You might not expect new trends in market research to include consideration of an entirely new market altogether. But COVID-19 showed us the importance of a business’s quick ability to pivot, and you can’t do that if you don’t understand adjacent markets.

Pro Tip: Similarweb has the freshest data available to show you real market trends in almost real time so you can see what’s happening before your competitors.

Consider this: A world event destroys your business. Your target audience can’t afford your product anymore, or they don’t need it. How do you recover? Maybe you focus on a new, niche audience . Or, you figure out how you can change your product offering to better meet your current customer needs.

Uber is a great example of a business that included adjacent markets in its research. While traditional ridesharing became less common throughout the pandemic, the adjacent food delivery market boomed – and Uber took full advantage.

Lesson to learn? When you conduct your market research, squeeze in time and budget to learn about customers in adjacent markets – it could save your business

Trend 7. Market-tech audits

How many platforms do you use to conduct market research? Martech continues to emerge with new companies offering the latest innovations – but that doesn’t warrant jumping on all of them.

A market-tech audit is one of the most essential trends in market research today. The last two years have made it so easy to adopt multiple techniques and software to no avail – it’s time for an audit.

Think about which solutions overlap in function. Are you doubling the work and struggling to cut out redundancies throughout your research? Is the tech you invested in to find efficiencies actually slowing down your workflow?

Dissect every solution and focus on ones that provide robust data analytics.

Trend 8. Consumer and brand value alignment

The latest generation of customers (Gen Z) cares about your brand identity and business values.

Today, customers want to invest in businesses with values aligned with their own. If your target audience values environmental sustainability, you better demonstrate that in your brand values and policies.

A fancy mission statement isn’t sufficient. Customers will catch on quickly if your outward appearance doesn’t match your daily operations. One way to keep up with this market research trend is with social listening. Keep track of how your brand values are being discussed on social media – maybe there’s room for some revision, or a renewal of vows, if you will.

The result? Customer loyalty overdrive.

Trend 9. Automation and efficiency

Companies can find more efficiencies by hopping on market research trends of AI and market tech audits, of course. But there’s more to automation than those two tools. AI helps you sift through more information to find insights, sure. But where else can you find efficiency?

One way is to cater to the mobile-first generation with shorter, smarter surveys. The average person doesn’t have the capacity or interest to sit through a 30-question questionnaire. Find your mobile audience and give them the shortest, yet richest survey possible. You’ll find more efficiency if you narrow down your data to the most important.

Back to AI. Market research isn’t all exciting insights and analysis. A lot of it is tedious – collecting research, organizing and categorizing information, sending follow-up emails, and much more. The latest trends in market research demand that you automate these time-consuming tasks. Free up your time to do more meaningful work.

Market research trends: in summary

The latest trends in the market research industry echo slowly-building trends from the last couple of years as well as introduce completely new ways of conducting market research.

Here’s the truth: market research has never been so exciting! Implementing AI, inclusivity, social listening, and humanity within strategies will take your market research to new levels. But without keeping track of market research trends, you can’t use any of it to your advantage.

The solution? Leverage market research trends to propel your business forward. You’ll find new customers and show your current ones that they’re important.

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What are the top market research challenges in 2022?

We all know that conducting market research in today’s landscape is nothing short of challenging — from the need to deliver deeper and more meaningful insights faster to developing strategic, always-on research functions.

In many ways, the pandemic amplified existing challenges while creating new ones: the role of the market researcher has evolved from just the deliverer of insight to the supporter of strategy, while organizations are gradually moving towards end-to-end research platforms to support every area of the business.

These are, of course, early days, and many organizations are still finding their footing — but those that are aware of and combating these challenges are those leading the charge.

In this blog, we analyze some of the top market research challenges from our 2022 Market Research Trends report, and provide tips and tricks on how to overcome them.

Challenge 1: Addressing market uncertainty

For market researchers, acting during times of uncertainty is nothing new. After all, much of their expertise lies in analyzing large amounts of disparate data to uncover conclusions and highlight opportunities. And it’s through this data, specifically experience data, that researchers can chart a course forward.

However, in times like these (with the pandemic and shift to digital), there’s a tendency to pause or cancel projects and initiatives — perhaps to recoup lost investments, protect employees or ensure the business can continue to run.

That said, there’s a compelling argument for organizations to weather the storm — to continue pushing through and put more faith into their research activities to understand how business and customer mindsets have shifted. By investing more time and resources into market research, organizations can get ahead of the competition and start to deliver experiences fit for the new world of work.

And most organizations have responded positively. Through our research, we discovered that while market uncertainty is one of the top challenges for market researchers — the vast majority of respondents (67%) are investing more in specialized market research technology to get a grasp of the post-COVID-19 world. As important, 77% see these technologies as critical to their organization’s success.

There’s more — these organizations are also investing heavily in product, brand and customer experience technology to close gaps across their activities. It’s through these tools that they can improve brand recognition and sentiment, customer engagement and satisfaction, and ultimately deliver more valuable products.

The reality is that uncertain times are highly dynamic. Needs, priorities, concerns and perceptions change frequently. But the only way to be successful in an ever-changing landscape is to adapt and understand the new state of play.

Challenge 2: Improving data quality and insights

For almost a third of our report’s respondents (31%), the most helpful innovation for addressing their business’ challenges in 2022 would be an automated data quality solution. Indeed, gathering and processing data, especially with a series of disconnected, disparate tools and a growing list of digital channels — often leads to inconclusive or low-quality insights.

But as well as lacking the right tools, some organizations lack the expertise and resources required to properly utilize the assets at their disposal. According to our report, 20% of respondents cite a lack of skills and training as one of the reasons their market research is being held back. Another variable affecting data quality.

Similarly, data from Forrester Consulting’s report (The State of Evidence-Based Experience Design) — commissioned by Qualtrics — highlights that limited use (by almost half of the respondents) of analytics tools and siloed processes poses major challenges to data-driven experience design and adoption.

Typically, data quality issues arise from these problems:

Therefore, to get the most value from market research in these instances, organizations must do the following things:

1. Develop and implement a repeatable, scalable and robust data gathering and collection process.

As business outcomes are built around new market research, ensuring you have a solid strategy and approach to using the data is absolutely critical. This means embedding consistency at every phase of your research project, carefully evaluating the methods you (or your market research agencies) use and asking yourself: “is there a better way of doing this?”

And in most cases, there is. You may have disconnected processes and knowledge gaps, or your approach to market research is outdated. The idea here is that you build a best-in-class research culture that’s supported by the technology you choose to use. If your strategy and approach are riddled with problems, your data will suffer the same.

At every opportunity, try to identify ways of doing things better and more efficiently to support your overall market research goals, whether that’s automating specific elements or outsourcing the data collection so you can focus on analysis. What’s key is that the process is repeatable, scalable and robust.

2. Acquire a solution that empowers everyone, across the organization, to carry out and analyze research

We’ve spoken previously about the benefits of platformification for the market research industry, but it bears repeating here. Considering the challenges facing market research projects, including the need to glean higher quality insights faster — platformification offers a solution.

By consolidating data, and combining qualitative and quantitative capabilities and datasets in a single platform, platformification enables organizations to connect the dots at every stage to surface more holistic insights efficiently. This is also incredibly important as less than half of organizations (45%) use qualitative and quantitative data to uncover new experiences.

Analytically, platformification means organizations can use modern technology to capture data from multiple sources and deliver richer insights, faster. For the expert market researcher, it enables them to use advanced statistical analysis tools to elevate findings and get significantly more from the same amount of data.

Finally, with the right choice of platform, it becomes possible for anyone in the organization to carry out data collection and research projects — all without training. It’s the natural evolution of market research, an approach that gives everyone the capabilities they need.

3. Clearly define research methods, analysis and use the right tools

Relying on a platform that offers all types of research, quantitative, qualitative and more, vastly increases your data collection and analysis capabilities while giving you the flexibility you need to carry out specific projects.

Furthermore, using the right tools and technology means that you can make sense of certain types of data, such as structured and unstructured data. For example, the ability to capture and analyze open-text responses across multiple channels to determine customer sentiment and engagement.

4. Establish collaboration across the enterprise

A core part of developing and deploying successful market research projects is collaboration across the entire enterprise. Having a singular platform helps — in that everyone is effectively working from the same location — but it’s also important to get buy-in and clearly articulate the purpose of the research in advance.

It’s also worth setting up regular meetings or sessions with teams before, during and after any market research project to understand progress, highlight opportunities or issues, and then identify ways of improving upon the process.

This kind of collaboration fosters not just good relationships with departments (enabling market researchers to become trusted advisors and strategists, rather than just analysts), it also builds a culture where market research is put at the heart of all campaigns.

Challenge 3: Getting leaders to invest

Conducting market research today is perhaps one of the most important things an organization can do. With the right data sources, market researchers get better insights, leaders can push business decisions and product developers can come up with solutions to business problems.

The challenge is getting leaders to continually invest. According to our report, 21% highlight communicating ROI and business impact as one of their top market research challenges. The same percentage highlights competing internal priorities as another.

At some organizations, market research is a means to an end — done to support new product initiatives or marketing campaigns. But the real value is in ongoing market research supported by an embedded research function.

The first step to getting leaders to invest is to clearly demonstrate, regularly, the impact of market research on business outcomes. For example, by using role-based dashboards, you can provide stakeholders and executives with high-level summaries of how market research projects have contributed to business outcomes.

As for ongoing product development, let’s say you carry out some product research, using conjoint analysis, to identify which product features customers value most. You can then compile this information for product teams and executives to see before making the necessary changes. You could also carry out market research to identify the ideal product pricing point before going to market — or do that same research to work out how to alter your product prices in the current market.

What about ongoing improvements? Well, you can apply market research to products in situ and run focus groups and surveys to uncover new customer preferences. You could even use listening tools on digital platforms to capture customer feedback and reviews and use that information to create new products or add features to existing ones. Then, communicate the results of these changes to teams, executives and stakeholders with ease.

Of course, all of the above requires the right platform — one that can listen, understand and act on market research data to empower you and your teams to create better experiences.

Discover the market research trends of 2022

At the heart of business success is market research, but overcoming the problems and capitalizing on the trends requires a well-thought strategy.

In our second annual study into the state of market research globally, we delve deeper than ever before to uncover the market research challenges and opportunities for organizations in 2022.

From the changing role of the market researcher to what you should be prioritizing, discover everything you need to know.

Just download your free copy using the button below.

Learn more about the 2022 market research trends and challenges

Qualtrics // Experience Management

Qualtrics, the leader and creator of the experience management category, is a cloud-native software platform that empowers organizations to deliver exceptional experiences and build deep relationships with their customers and employees.

With insights from Qualtrics, organizations can identify and resolve the greatest friction points in their business, retain and engage top talent, and bring the right products and services to market. Nearly 20,000 organizations around the world use Qualtrics’ advanced AI to listen, understand, and take action. Qualtrics uses its vast universe of experience data to form the largest database of human sentiment in the world. Qualtrics is co-headquartered in Provo, Utah and Seattle.

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2022 Marketing Research and Insight Excellence Awards

Powered by Quirk’s Media – the industry’s most respected provider of content, events and resources for marketing researchers – the Marketing Research and Insight Excellence awards shine a much-deserved spotlight on the researchers, vendors and products and services that are adding value and impact to marketing research.

Marketing research sits at the center of the goal of integrating the customer’s voice into every aspect of an organization. Yet even as customer-centricity grows in importance as a business best practice, the marketing research and insights function still doesn’t get all the acclaim it deserves.  

The Marketing Research and Insight Excellence awards  consist of categories covering both individual and team achievements as well as awards for best projects, MR tools and those that give of their talents to make the world a better place.

Powered by Quirk’s Media – the industry’s most respected provider of content, events and resources for marketing researchers – the awards shine a much-deserved spotlight on the researchers, vendors and products and services that are adding value and impact to marketing research. 

On   Monday,   November 7, 2022, the industry celebrated with a  a virtual ceremony honoring the 2022 finalists and winners. 

2022 AWARD FINALISTS

Outstanding Young Researcher 

• Grace Miller, Opinium
• Harry Gove, OnePoll
• Joyce Chuinkam, Talk Shoppe
• Maia Chang, Ferrara

Fearless Leader |  Sponsored by:  Zappi

• Dana DiGregorio, MESH Experience 
• Katrin Scheibert, Kadence International 
• Shelley Ahrens, The DRG
• Timothy Cornelius, QuestionPro

Nonprofit/Social Enterprise Research Project | Sponsored by: MarketVision

• Curio Research and Cherri Christiansen Consulting in partnership with the Qualitative Research Consultants Association
• Discover.ai and Lambeth Anti-Street Harassment Campaign
• Lillian Labs and Boost Oregon
• Quantum Consumer Solutions and Adrian Hodges Advisory

 Global Marketing Research Project | Sponsored by: Lovebrands

• Colgate Palmolive and EyeSee 
• G=mc2 and Harman
• Herbalife Nutrition 
• Shapiro+Raj 

 Groundbreaking Research Project 

• Explorer Research and Coca-Cola 
• Firefish USA and McDonald's 
• PepsiCo and Kantar
• Firefish, The Numbers Lab and Pinterest

  Health Care/Pharmaceutical Research Project 

• GemSeek and Philips 
• Myovant Sciences and ThinkNow
• Research Partnership and Bristol Myers Squibb
• Research Partnership and Sanofi

B2B Research Project

• Neuro-Insight U.S. and Spotify 
• Tableau, Salesforce and NewtonX

Best Place to Work 

• Echo Market Research 
• Explorer Research 
• Full Circle Research 
• quantilope  

Best Client-Side Team | Sponsored by: Opinium

• Farmer's Fridge
• Lowell Group 

Qualitative Research Impact 

• Magenta Research and ICAEW
• Polaris and Gongos – Part of InSites Consulting 
• HearUSA and Gold Research Inc. 

Technology Impact | Sponsored by: EyeSee

• Research Defender

Best New Product/Service Innovation 

• Innovate MR
• The Advertising Research Foundation and New York University - School of Professional Studies 

Client/Supplier Collaboration 

• Clear M&C Saatchi and MARS Wrigley 
• Deep Blue Thinking and Checkatrade 
• L'Oreal and InSites Consulting 
• Microsoft and NewtonX

MR Supplier (revenue below $10 million)

• MESH Experience 

MR Supplier (revenue at or above $10 million)

• Forsta (software & technology)
• Russell Research 
• Shapiro+Raj  

Researcher of the Year (end-client)  | Sponsored by: Toluna

• Daniel Siddle, Molson Coors
• Kate Weymer, Microsoft 
• Lynzie Riebling, REVOLT TV
• Stephen Griffiths, Level 2 (UnitedHealth Group)

Researcher of the Year (supplier)

• Amanda Heer, The DRG
• Jon Puleston, Kantar Profiles 
• Lindsey Dickman, Escalent
• Steffen Schmidt, LINK

Lifetime Achievement | Sponsored by: Explorer Research

• Steven H. Cohen

MREF Philanthropic Company of the Year

• Burke Inc. 

MREF Everyday Hero | Sponsored by: OvationMR

• Russell Budden, OnePoll

2022 AWARD WINNERS 

Outstanding Young Researcher: Maia Chang, Ferrara

Fearless Leader  sponsored by Zappi: Timothy Cornelius, QuestionPro

Groundbreaking Research Project : Firefish, The Numbers Lab and Pinterest

Health Care/Pharmaceutical Research Project:  Research Partnership and Bristol Myers Squibb

B2B Research Project : Neuro-Insight U.S. and Spotify

Best Place to Work: Echo Market Research

Qualitative Research Impact:  Opinium

Technology Impact  sponsored by Methodify by EyeSee: Research Defender

Best New Product/Service Innovation:  G=mc2

Nonprofit/Social Enterprise Research Project sponsored by MarketVision: Quantum Consumer Solutions and Adrian Hodges Advisory on behalf of the Clean Air Fund

Global Marketing Research Project sponsored by Lovebrands: Herbalife Nutrition 

Client/Supplier Collaboration: L'Oreal and InSites Consulting

MR Supplier (2021 revenue below $10 million): MESH Experience

MR Supplier (2021 revenue at or above $10 million): Hotspex

Best Client-Side Team sponsored by Opinium: Farmer's Fridge

Researcher of the Year (end-client) sponsored by Toluna: Stephen Griffiths, Level2 

Researcher of the Year (supplier): Jon Puleston, Kantar Profiles 

MREF Everyday Hero sponsored by OvationMR: Russ Budden, OnePoll

Philanthropic Company of the Year : Burke Inc. 

Lifetime Achievement  sponsored by Explorer Research: Steven H. Cohen, in4mation Insights 

To avoid a popularity contest or the issuing of awards that are not based on merit, the Marketing Research and Insight Excellence Awards are judged by either the Quirk’s editorial staff or end-client and/or vendor researchers. All judges signed a non-disclosure agreement prior to judging awards. Judges are not allowed to judge categories in which they are nominated. All attempts were made to ensure the judges did not know the name or company they were evaluating. 

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Numbers, Facts and Trends Shaping Your World

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In the U.S. and around the world, inflation is high and getting higher

Two years ago, with millions of people out of work and central bankers and politicians striving to lift the U.S. economy out of a pandemic-induced recession , inflation seemed like an afterthought. A year later, with unemployment falling and the inflation rate rising, many of those same policymakers insisted that the price hikes were “transitory” – a consequence of snarled supply chains, labor shortages and other issues that would right themselves sooner rather than later.

Now, with the inflation rate higher than it’s been since the early 1980s, Biden administration officials acknowledge that they  missed their call . According to the latest report from the Bureau of Labor Statistics, the annual inflation rate in May was 8.6%, its highest level since 1981, as measured by the consumer price index . Other  inflation metrics  also have shown significant increases over the past year or so, though not quite to the same extent as the CPI.

With inflation in the United States running at its highest levels in some four decades, Pew Research Center decided to compare the U.S. experience with those of other countries, especially its peers in the developed world. An earlier version of this post was published in November 2021.

The Center relied primarily on data from the Organization for Economic Cooperation and Development (OECD), most of whose 38 member states are highly developed democracies. The OECD collects a  wide range of data  about its members, facilitating cross-national comparisons. We chose to use quarterly inflation measures, both because they’re less volatile than monthly figures and because they were available for all but one OECD country (Costa Rica, which joined the OECD in May 2021). Quarterly inflation data also were available for seven non-OECD countries with sizable national economies, so we included them in the analysis as well.

For each country, we calculated year-over-year inflation rates going back to the first quarter of 2010 and ending in the first quarter of this year. We also calculated how much those rates had risen or fallen since the start of the COVID-19 pandemic in the first quarter of 2020.

To get a sense of longer-term inflation trends in the U.S., we analyzed two measures besides the commonly cited consumer price index: The  Consumer Price Index Retroactive Series  (R-CPI-U-RS) from the Bureau of Labor Statistics, and the  Personal Consumption Expenditures Price Index  from the Bureau of Economic Analysis.

Inflation in the United States was relatively low for so long that, for entire generations of Americans, rapid price hikes may have seemed like a relic of the distant past. Between the start of 1991 and the end of 2019, year-over-year inflation averaged about 2.3% a month, and exceeded 5.0% only four times. Today, Americans rate inflation as the  nation’s top problem , and President Joe Biden has said addressing the problem is his top domestic priority .

But the U.S. is  hardly the only place  where people are experiencing inflationary whiplash. A Pew Research Center analysis of data from 44 advanced economies finds that, in nearly all of them, consumer prices have risen substantially since pre-pandemic times.

In 37 of these 44 nations, the average annual inflation rate in the first quarter of this year was at least twice what it was in the first quarter of 2020, as COVID-19 was beginning its deadly spread. In 16 countries, first-quarter inflation was more than four times the level of two years prior. (For this analysis, we used data from the Organization for Economic Cooperation and Development, a group of mostly highly developed, democratic countries. The data covers 37 of the 38 OECD member nations, plus seven other economically significant countries.)

Among the countries studied, Turkey had by far the highest inflation rate in the first quarter of 2022: an eye-opening 54.8%. Turkey has experienced high inflation for years, but it shot up in late 2021 as the government pursued  unorthodox economic policies , such as cutting interest rates rather than raising them.

The country where inflation has grown  fastest  over the past two years is Israel. The annual inflation rate in Israel had been below 2.0% (and not infrequently negative) every quarter from the start of 2012 through mid-2021; in the first quarter of 2020, the rate was 0.13%. But after a relatively mild recession , Israel’s consumer price index began rising quickly: It averaged 3.36% in the first quarter of this year, more than 25 times the inflation rate in the same period in 2020.

Besides Israel, other countries with very large increases in inflation between 2020 and 2022 include Italy, which saw a nearly twentyfold increase in the first quarter of 2022 compared with two years earlier (from 0.29% to 5.67%); Switzerland, which went from ‑0.13% in the first quarter of 2020 to 2.06% in the same period of this year; and Greece, a country that knows something about economic turbulence . Following the Greek economy’s near-meltdown in the mid-2010s, the country experienced several years of low inflation – including more than one bout of deflation, the last starting during the first spring and summer of the pandemic. Since then, however, prices have rocketed upward: The annual inflation rate in Greece reached 7.44% in this year’s first quarter – nearly 21 times what it was two years earlier (0.36%).

Annual U.S. inflation in the first quarter of this year averaged just below 8.0% – the 13th-highest rate among the 44 countries examined. The first-quarter inflation rate in the U.S. was almost four times its level in 2020’s first quarter.

Regardless of the absolute level of inflation in each country, most show variations on the same basic pattern: relatively low levels before the  COVID-19 pandemic  struck in the first quarter of 2020; flat or falling rates for the rest of that year and into 2021, as many governments sharply curtailed most economic activity; and rising rates starting in mid- to late 2021, as the world struggled to get back to something approaching normal.

But there are exceptions to that general dip-and-surge pattern. In Russia, for instance, inflation rates rose steadily throughout the pandemic period before surging in the wake of its invasion of Ukraine . In Indonesia, inflation fell early in the pandemic and has remained at low levels. Japan has continued its years-long struggle with inflation rates that are too  low . And in Saudi Arabia, the pattern was reversed: The inflation rate surged  during  the pandemic but then fell sharply in late 2021; it’s risen a bit since, but still is just 1.6%.

Inflation doesn’t appear to be done with the developed world just yet. An  interim report  from the OECD found that April’s inflation rate ran ahead of March’s figure in 32 of the group’s 38 member countries.

• COVID-19 & the Economy
• Economic Conditions

Drew DeSilver is a senior writer at Pew Research Center

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