Declining response rates caused by concerns for privacy, general lack of public support for marketing research, and changing cultural, demographic and technological trends—it’s no wonder that businesses are challenging the necessity and validity of survey results! Add in the relentless time pressures faced by companies and the belief that survey research is expensive (if done correctly); one will have a perfect storm of forces accelerating doubts about the value and validity of survey research. These drawbacks can be addressed with technological innovations such as AI, blockchain, big data, automation, video and voice technology, and more. For example, improvements in video technology, including efficient storage and analysis of video, the prevalence of smartphone cameras (with face-recognition technology), and the use of geotags will make video analysis a major facet in market research. Eventually, more intuitive reporting dashboards and mining technologies will enable self-directed and observational mobile ethnography through video.
Furthermore, it won’t be long before AI starts operating as ‘market researchers,’ conducting phone and speaker device interviews. When combined with other existing technologies like GPS tracking, AI will help collect more detailed information about current and existing customers’ behavior, and the ‘voice of the customer’ will become an actual one. Additionally, machine learning will help market researchers unclog the information bottleneck that takes up space, time, and resources. That being said, market research in the future will yield more information than ever, and new technology will continue to walk the fine line between intruding privacy and getting more insightful data. Alongside, technology will continue to be the driving force behind the leaps and bounds in market research.
As a multitude of these trends is set to nurture the marketing industry’s growth, MarTech Outlook has compiled a list of leading survey software solution providers that are at the top of their game. The enlisted organizations are transforming the way surveying is carried out at the convergence of several disruptive technologies. Besides, the magazine also comprises insights from thought leaders in the sector on the industry trends, best practices, recent innovations, and their advice for the aspiring CIOs.
We present to you MarTech Outlook’s “Top 10 Survey Software Solution Providers – 2020.”
