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The increasingly complex issues require a different approach from market researchers. Such as, for example, gaining insight into the chain and the environment of the client before an investigation is started. This requires market researchers to visualize the context during the research by zooming in and out and by entering into discussion with a wider field of stakeholders. The approach is mostly non-serial. Investigating a complex system requires trying, testing and sometimes taking a step back and then taking two steps forward. On the basis of workshops or consultancy, market researchers think along in the steps after the research to help the client to anticipate the rapidly changing world.

Answers to increasing complexity

The answers of companies to the increasing complexity are visible on a daily basis. Insurers not only insure, but help their customers with products and services related to prevention to reduce the risks of disaster. Safety shoe manufacturers look at safety in general rather than just steel toe caps. Cleaning companies realize that it is not just about cleaning, but also about a cleaner environment, a pleasant working environment and recycling processes.

 

Trend 2: long-term vision on product or brand

Organizations need a long-term perspective. This can be at product level, but of course also at brand level. This requires market research applications that provide information for that perspective in the longer term. This can be done on the basis of design thinking or fundamental brand positioning research, for example via ™.

Behavioral psychology and design thinking

Such creative research requires daring to interpret and interpret in order to rise above the data. The creative processes that are evoked help to look from a different perspective and so theories can arise that may not yet exist. Behavioral psychology and design thinking complement each other well in this regard. At the same time, standard tooling for market research Chief VP Marketing Officer Email Lists remains necessary to constantly keep in touch with what is going on, especially now that changes are happening faster and faster. Putting a dot on the horizon and continuous measurement in the short term are not mutually exclusive.

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Fundamental positioning research and unconscious drives

When it comes to a long-term strategy for a brand, fundamental brand positioning research comes into play. The  literally maps the position of brands in a visual way. This is based on a universal psychosocial model of human functioning. This makes it possible to investigate the unconscious in addition to conscious behavior and perceptions. This makes BrandneXt™ ideally suited for exposing different need segments in a market. In addition, the model shows how a brand scores in terms of positioning and brain position compared to the competitors. This provides information to be able to move forward for years and to make choices about topics such as brand positioning, brand innovation and brand portfoli

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