[2012 trends] The new frontiers of market research

Internationally, there has been a clear shift from 'classic' qualitative research. In-home and in-store interviews were previously the exception but, more recently, whole studies are being conducted purely based on these surveys (although focus groups remain an industry staple).

In addition, clients no longer simply accept being told about consumer behaviour; they now want to see it for themselves, with their own eyes. These international developments, combined with South Africa's current research landscape, have informed my forecast for 2012, which comprises seven key trends.

Qualitatively, clients want to break the viewing room mirror and get closer to consumers

Clients are under more pressure to have answers at their fingertips and to be able to make informed recommendations and decisions. To do this, though, they need to be in the driving seat where they can gain more direct insight into consumers. This also helps improve the quality of the research and ensures more bang for the client's research buck.

Ethnographic approaches to research, such as observing consumers in real-time purchasing or consuming environments supplemented by in-home and in-store interviews, can help generate a deeper level of insight to supplement those from more traditional methodologies.

These approaches can also help clients at all levels get really close to their consumers. They sometimes bring consumers up against their own behaviour too (consumers realise that what they do in reality isn't what they thought they did), and that can lead to interesting conversations.

For more developmental projects, an ideal workshop would be where the traditional focus group mirror is removed and clients and respondents are equal and work together. These are particularly good for concept development and new product development. Respondents feel important because they're working with clients to produce something they'll perhaps see on the shelves one day, and clients are thrilled because they get to personally engage their target audience.

1. An increasing interest in lab-based techniques

   Neuroscience or neuromarketing is a particular scientifically-based approach to understanding consumers by tracking their sensorimotor and cognitive responses to a set of stimuli, using sensors to measure changes in brain activity and physiological responses, such as heart rate etc. Essentially, this technique measures responses in a person before their conscious thoughts can affect that response.

   Eye-tracking involves monitoring the automatic movement of the eye before a person has a chance to register what they're seeing. People's eyes are naturally drawn to things the first time they see them, seconds before they're actually consciously aware of them. Respondents wear glasses that have embedded technology that is able to pick up these movements.

   The technology was first used to assess user response to online pages, but has since been incorporated into pack design and advertising research and would be ideal to assess shelf displays.

2. Behavioural economics

   Traditional economic analysis assumes that humans are rational and behave in ways that promote their individual self-interest. Behavioural economics looks at things differently by understanding what people do and not what they say.

   Some principles here include: people doing things without consciously thinking about them; people doing the 'right thing' even if they don't always want to; and people needing to feel involved in a process of change.

   Researchers have been trying to understand behavioural economics for years, but this is gaining momentum now as - as per the first trend - clients demand more depth and detail by observing and being with consumers in their own environment. I think we'll see an increased focus on these techniques going forward.

3. A move towards more technological methodologies such as online research

   In SA, where the penetration of internet usage is relatively low, online research has previously only been suitable for a particular audience. But as more of the population has access to computers and faster connections, together with increased usage of smartphones, so this research will become more applicable.

   While online research started out with 'chat'-type focus groups, it now includes webcams, with the idea of getting as close to simulating a face-to-face focus-group scenario as possible.

   In a different direction, online research may also be useful for internet-connected but time-poor respondents, such as doctors and other professionals: chat rooms can run over several days, doctors/other targets can access at a time convenient to them, post comments, and react to others' comments. The moderator can post new questions/stimulate debate or post stimulus (concepts, ads, product descriptions, packaging ideas) as the discussion develops.

4. Embracing multi-methodological approaches

   I think there is a general shift to wanting more, more, more - deeper insights from various vantage points. So research methodologies will no longer be viewed in isolation, and strategies will be tailored to comprise a mix of qualitative and quantitative methodologies.

   This thinking isn't limited to clients merely commissioning researchers to apply multi-methodological research studies; it could also include taking all the different sources of information and research that already exists, and combining all of those to see the bigger picture, rather than looking at each output in isolation.

5. Tapping into social media

   Social media presents an interesting research opportunity and, although more social media research is being undertaken, I think the general consensus here and abroad is that the data is unreliable.

   Social media offers another platform to reach consumers that we never had before, and would be particularly good for tracking trends. But I think devising ways to approach this research to ensure the integrity of the data is still a big question mark for most research houses. That will undoubtedly become a key objective in future.

6. The rise of viral/mobile research

   Viral research is where respondents are sent questionnaires on their mobile or smartphones. Respondents answer a few demographical questions, followed by a short series of questions about a specific topic. Respondents are incentivised with airtime top-up vouchers, although they can opt out at any stage (in keeping with SAMRA/ESOMAR guidelines). Respondents can forward the link to friends and family, thereby increasing the respondent pool and forming a viral/mobile research panel.

   This tool is ideal when wanting to reach large numbers of people, predominantly younger respondents, although not for in-depth analysis or detailed research. There's a lot of potential in this methodology, especially in SA.