Adele GrittenManaging Director, Corporate Development

How to keep your research relevant in 20175 key themes you don’t want to miss

To measure is to know

The research world continues to evolve as new technologies and techniques combine to make us more data rich than ever before. The buzzwords talk about the Internet of Things, biometrics, social platform sampling, wearables, behavioural, big data, automation; all aimed at trying to make sense of increasing volumes of data to help understand behaviour.

In an emerging world, dominated by increasing amounts of data, there are many ways that research can support and enhance brand success throughout 2017.

1. Getting closer to consumers Over recent years, we have seen increased emphasis on the importance of conducting research in conditions that are as natural as possible. This enables researchers to explain the drivers of behaviour more accurately, helping clients understand why consumers make the decisions they do.

A range of biometric techniques (think behavioural economics) help to establish whether what people say is consistent with how they really feel, whether they know it or not. Results are achieved by evaluating physiological and/or psychometric responses when exposed to different stimuli, such as advertising, new product/pack or different customer experiences. There are an abundance of techniques available; from Galvanic Skin Response (GSR) which measures the electrical conductivity of people’s skin (triggered by tiny changes in sweat levels), to the Behaviour Change Model, used to quantify, predict and explain a consumer’s likelihood to change their current behaviour.

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2. The quantified self We live in a society where consumers increasingly expect technology to satisfy their every need at every turn. Many of us are connected through wearable tech or a plethora of apps on a daily basis. From smart-home devices controlling heating, to healthcare apps calculating how far you have run, connectedness enables consumers to send, receive, process and store data on many areas of their lives.

The rise of “the Internet of Things” (IoT) as it is known, is now being used to describe everyday objects that have network connectivity to allow people to record various behaviours. Some estimates predict that by 2020, 30 billion devices, all wirelessly connected, will be accessible. Crucially IoT will increasingly influence consumer behaviour and in time will start influencing behaviour change, whether this is purchasing a product or improving experiences or adapting behaviours.

For brands, IoT will provide yet another data source, alongside survey data and other sources that will need evaluating and interpreting, to help marketers evaluate and plan their marketing strategies. This all builds on getting a more precise picture of what people are thinking, feeling and doing.

3. The science of data Due to the vastness of information available through a variety of data sources, be that through the collection of “big data” or the IoT and the quantified self-era, the role of analytics and data science is increasingly important to researchers and marketers. We can unlock the real value of this data by utilising the latest sophisticated analytical techniques and models to detect patterns in behaviour and help decipher what they actually mean to brands and business.

The use of algorithms to accurately predict human behaviour is growing rapidly. With agile techniques for researching and capturing information and more personalised data sets, combined with more sophisticated data analytics tools, there is enormous potential for revolutionising the methods and the sophistication with which we predict human behaviour and talk to consumers.

So for 2017 start thinking market modelling, purchase decision analysis, forecasting, customer loyalty modelling…

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4. Preparing for the shopper of the future Shopping has evolved into a complex maze of platforms, processes and experiences. We can browse and pay on our phones, we can order home deliveries and we can check out reviews and recommendations from our friends and the wider community online and in-store. Omni-channel has indeed landed in full force!

The technologies we use to shop are constantly changing and, because of this, shopper expectations are ever growing. We expect to get what we want, when we want it, no compromises. Understanding the brand experience is crucial if we want to engage consumers in new and exciting ways of shopping, and the technology needs to be seamless.

The role of the smartphone is pivotal, as they are unique in their ability to merge the online world with offline stores. Customers will carry their smartphone with them as they shop, enabling them to check out competitors prices, discuss options with friends and share their choices and in-store experience on social media.

Whilst online cannot replace offline, for many customers, the physical experience of the product still helps determine whether to make a purchase or not. The intelligence, speed and automation of online and the authentic, sensory and social aspects of offline both have a lot to offer customers.

For retailers the store of the future will sync the two together perfectly, offering a consistent and seamless experience by valuing customers and providing what they need.

5. Future proofing your brand As detailed by Mary Meeker in her annual internet trends report the future-proofing of your brand should be a primary focus. This ultimately means ensuring that your products or services are honed towards younger generations such as Millennials or Generation Z who will be the future of tomorrow’s economy. The report highlights key trends amongst these generations, including the fact that visual conversations are on the rise as they buy into messaging with images and video. This is reflected in the increasing importance of user-shared video (think Snapchat) as brands capitalise on its growth by benefitting from its shareability and increased engagement time through sponsored filters.

The overarching message is clear: Millennials and Gen Z are completely altering the way the marketing industry works. Brands need to change to meet these new demands, understanding the language that future consumers are using and the platforms that they use to communicate. For brands who can adapt quickly and appropriately, the benefits are there for the taking. For those that don’t, the battle to stay relevant over the coming years will be fierce.

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Here at Future Thinking our aim is to help clients in three core areas of the marketing lifecycle that drive competitive advantage. Launch - Delivering market strategies, market sizing, product and concept development, to ultimately help clients launch new products, brands or services successfully in market

Communicate - Focusing on marketing communications evaluation from brand equity, content optimisation, ad testing or sponsorship evaluation

Experience - Understanding and improving customer experience through VOC programmes, customer journey mapping, TNPS or RNPS related studies to provide best in class experiences for your customers and gain competitive advantage

Our aim is to help companies focus on consumers and consumers’ needs by making sense of data, through focussing

on behaviour, analysing behaviour, utilising technology and blending data sources.

To find out how we can help you stay ahead of the competition in 2017, please get in touch.

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Future Thinking takes a consultative approach to market research with commercial focus driving everything we do. That’s why we focus our attention on the three key areas that drive competitive advantage: Launch, Communicate, Experience.

We’re a global company of researchers, marketeers, statisticians, strategists, innovators, creatives and industry experts, integrating qual, quant and analytics through the latest technologies, to deliver research that engages audiences and drives action.

Our mission is to deliver consumer and business insights that tells stories, inspires action and travels within an organisation, long after the debrief.

For more information please contact Emma Baret +44(0)118 348 8953 / +33(0)1 42 93 69 16 emma.baret@futurethinking.com visit: www.futurethinking.fr or find us on LinkedIn: Future Thinking France

The Author

ADELE GRITTEN

As Managing Director, Corporate Development for Future Thinking, Adele is responsible for overseeing key accounts including best practice and new business development.

Adele has been in research, strategy and marketing planning roles for 20 years, having worked in media agency, research agency and client side roles during that time.

Before joining Future Thinking, Adele was EMEA MD for Lieberman Research Worldwide, and spent 5 years prior to that at as UK Commercial Director at YouGov.

Adele’s career has spanned qualitative and quantitative work for a range of clients across many sectors. She has particular expertise in brand, concept and comms work, thought leadership, segmentations and U&As. Adele holds an MA in Social and Political Science from The University of Cambridge.