pursuit of new innovation; it continues to
change the way in which consumers are evolving in terms of how they communicate
and connect with businesses and each other. Companies are continuously faced with
a dilemma: should they continue with what they are already doing, try and react
and adapt to the changes, or try to get ahead of the oncoming disruptions.
their original game plan. Technology is moving so fast and affecting society in
such a way that no matter how successful a plan was before, it will no longer
be relevant to the change in consumer behavior. Keeping up with consumer
interests and behavior is now a must for companies in this Darwinistic keep up
or fall behind era.
consumer insights is Quester who spoke to us at TMRE 2014. They spotted
that the internet would change consumer behaviors and being able to provide
clients with the changes in these behaviors would give them a competitive edge.
The company has created a way of utilizing artificial intelligence in order to
interview consumers. The outcomes would be analyzed and used to explain
abstract data and give more in depth market research.
out to a huge selection of consumers. The answers are analyzed for trends and
subtle nuances that can give insights into deeper behavioral traits of the
participants. What customers say and how they say it is vitally important in
getting ahead in terms of understanding the market and consumer insights. In a
social media driven age where 75% of the world’s population are using social
media, consumers are taking to these platforms to express their opinions. These
opinions often can be influential for other consumers when making future
interconnected means that tracking up to date trends will be the key to
consumer insights. Facebook recently announced its plan to make its messenger
service a platform to let consumers interact in a more seamless way with
businesses, thus creating real time interaction and a more personalized
experience for customers.
decade ago. The companies that understand the expectations and behavior of
their target groups will be able to engage with them in a more personalized
fashion. By getting ahead of disruptions and keeping up to date with the
different platforms and influences of consumers will ultimately keep customer
loyalty and interest. The rewards for businesses that can evolve and adapt to
the constant barrage of disruptive technology will ultimately overshadow their
competitors who may fall into the graveyard of those who have stuck by
Check out the full
TMRE 2014 interview with Quester here:
disruptive new technologies and methodologies that are collecting deeper
insights? Attend InsighTech taking place this May in San Francisco. Learn more
about the event here: http://bit.ly/1bQLzIT
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.