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A large consumer packaged goods company created a sample of a few connected homes in three different global markets, including an Asian country. The idea: Understand the use of some of its products in a home. This involved integrating sensors into home electronics. For example, it had sensors in place to check laundry detergent usage for each cycle in a washing machine. Besides the laundry room, the bathroom and kitchen also had connected appliances.

“It helped us observe consumer behavior and dig deeper into the ‘why’ of those behaviors,” said Jennifer Hubber, global chief client officer at research and analytics firm Ipsos, who piloted the study. for the society. Increased use of technology for deeper consumer connection in market research is the way forward, said Hubber, who was visiting India last week as it is one of his top priority markets. for growth. The information gathered through these pilots is used to develop innovations.

“Asking consumers about their product usage and habits gives insight, but it may not give you those ‘aha’ (revelation) moments,” Hubber said. Using technology to understand usage patterns also highlights pain points that can be helpful if you’re trying to develop a product or package, she added.

For another consumer goods company concerned with acting on its ESG (environmental, social and governance) objectives and concerned with saving water, Ipsos installed meters in the showers of model homes. The idea was to measure water usage and correlate it to product type and water to determine what type of product would give a quick rinse and save water. Although many interactions in India still happen offline, standard questionnaires may have lost their usefulness and market researchers need to upgrade their technological tools to collect data, Hubber said.

Last week, the Market Research Society of India (MRSI), an autonomous nonprofit, said in a new report that India would be moving towards increased use of technology in research. Artificial intelligence and analytics are still in their infancy, but “these will be the new economic currency for the market research and news industry. Rapid digitization will invade more sectors and create more data leads” , did he declare.

Additionally, the report highlighted the emergence of question-and-answer-based research specialists and others who would excel at listening. However, the ultimate success would be where the best of both are blended together to generate powerful stories about why consumers do what they do and how their choices can be influenced. This would lead to the creation of a new breed of researchers – consumer data scientists – who understand marketing, research and technology and have the ability to distill all three to provide powerful insights, he said. declared. He also underlined that information and data will become even more important in a drastically changing world and that speed will become an essential skill.

Hubber also agreed that businesses are looking for speed, especially after covid. “While the basics of what they are asking for are the same, what we are seeing are two things. One, a general acceleration of the rhythm, where everything is much faster. Since companies are under pressure from stakeholders, they are looking for speed of action from market researchers,” she said. Second, it is more necessary to deepen people’s understanding. “We are seeing an increased need for human connection. around bringing the consumer into the conference room. This is because we understand how quickly behaviors can change and how quickly people can adapt to new situations. So you have to be very close to that kind of revolution,” Hubber said.

But is market research still necessary given that social media has democratized consumer access to businesses and vice versa? Ipsos, which counts major tech platforms such as Amazon, Google and Meta among its clients, proves there is room for market research, Hubber said. “Technology platforms have access to a huge amount of data, but they always ask for our help because the ‘why’ behind the data is not so obvious,” she said, adding that observation requests Behavioral data go beyond what a consumer can say directly to a company or the data a company can collect directly about a consumer. But market research firms must evolve with new techniques.

Shuchi Bansal is mintmedia, marketing and publicity writer for . Ordinary post will look at pressing issues related to all three. Or just fun stuff.

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