A survey of 168 American market research clients by Focusvision shows that large companies spend less on qualitative research, both on focus groups (-14%) and in-person in-depth interviews (-16%). Only in-depth interviews via webcam increased (+ 5%). There was also gain for ethnography and usability studies.
In general, less approaches to marketing research were used. Whereas in 2018 on average 4.5 different forms of research were used, in 2019 only 3.6
Research into customer experience and brand positioning / strategy remain the most important research topics, gathering insights on the customer journey becomes third and is increasing significantly (+ 11%).
Mobile applications (surveys, diaries and ethnographic research via smartphone) remain top of mind in terms of interest among buyers of market research, data visualization is a close second.
Frustrations are available budgets, quality of the research purchased and the integration of data from different sources. If customers could change one thing, then a better integration of data from different sources is at the top of their wish list.
Analyze the results in depth yourself? Focusvision bundled the results into a handy infographic.
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