April 2-3, 2019
At its heart, market research is all about communication. We ask questions and collect answers. But do the people we get answers from represent reality? Does the way we collect information reflect the way people communicate today? And what about tomorrow?
Survey research has shifted from face-to-face to telephone to online to online and mobile-friendly. Each time, the types of questions we could ask had to shift a little too. But we are on the cusp of a change that dwarf those transitions.
Consider, for example, what will happen when Alexa becomes some people’s main way of interacting with computers. Complex grid questions? Impossible. Long scales? Awkward at best. Rank ordering? Forget it.
The future or research must be device-agnostic. That means simpler measures, like yes/no, I’d buy it/not, I like it/not.
In this presentation we report on a series of research studies looking at:
The survey of the future will look very different than it does today. Catch a glimpse of the future and be better prepared for change.
We will focus on how we believe that the language of consumer insights needs to change to reflect how people communicate now. We will come at this from two sides: 1. [...]
Wednesday | 4:00-4:30 | Room 3
Using text analytics as a powerful adjunct to traditional verbatim coding for customer experience management.
Tuesday | 5:00-5:30 | Room 1