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It’s not every year that businesses are in the position of needing to bounce back from a pandemic with pent-up demand and rapid changes in consumer behavior. We are all poised to enter a new normal that reflects an accelerated digital transformation, more hybrid work, and increased omnichannel purchasing. Now more than ever, businesses must equip themselves with the tools and information they need at the speed at which the new world is changing.
No business can predict the future, but they can be prepared with insights that show what people are feeling, how their behavior is changing, and what they are expecting.
gettyInvesting in agile market research is one way to ensure your business stays ahead of the competition. All industries from B2B, B2C, financial services and beyond should prioritize market research not only because it helps make better informed and timely decisions, but also because the competition is certainly investing in it. SurveyMonkey’s inaugural FastForward Live, a free global market research summit, brings together industry leaders like Joey Zwillinger, CEO of AllBirds, Aileen Lee, Founder and Managing Partner at Cowboy Ventures, and others to explore what’s next in applying market research for innovation and groundbreaking decisions. Sign up for the event here featuring over 8 hours of sessions from the most innovative research practitioners and exciting new announcements and capabilities from SurveyMonkey Market Research Solutions.
Whether you are a brand manager, a marketer, an investment expert, or you are simply interested in the next big trend, staying on top of fast-moving customer expectations is key to success for any business or investor.
According to our experts, there are three characteristics that define effective market research: curiosity, resilience, and agility.
Curious businesses and investors understand the value of insights
As David Zaharchuk, Research Director at the IBM Institute for Business Value, will speak all about it at FastForward Live, the IBM Institute for Business Value uses research and insights to deliver valuable thought leadership. These proprietary insights demonstrate the company’s expertise and unlock innovation for their customers.
The B2B technology sector is one of the most competitive; new, well-funded startups are entering the market more frequently than ever, and existing competitors merge or get acquired regularly. It’s a crowded, fast-moving space and IBM stays ahead of the curve by demonstrating their deep expertise and customer centricity.
Resilient businesses are equipped with the right data at the right time to make meaningful decisions
Data quality is the foundation for meaningful insights. At FastForward Live, leaders from Ferrero North America, Cint, DISQO, and ESOMAR will have a roundtable discussion on how technology and expert services can ensure great data quality at the speed you deserve. Cowboy Ventures and Altimeter Capital both understand that making sure-fire investment decisions fast is an art. Knowing how to spot the next big thing and being certain that there is a market for it is one thing; it’s another to gather all that information quickly and accurately, and analyze it so that you can make the best investment decisions—and maximize your ROI.
At SurveyMonkey, our market research experts and AI-powered survey design tools ensure high quality surveys are crafted to get the best quality data, high-quality panels are used and regularly calibrated, and technology is used to spot bad data. By combining cutting edge technology, great data sources, and expert support, companies can get the highest quality data to refine their messaging, sales strategies, and products to target, advertise, and sell more effectively.
Agile businesses are prepared to shift quickly
With consumer preferences changing every day, slow market research is almost as bad as no market research.
If a business wants to be competitive and remain innovative, it needs to understand market changes as quickly as they occur.
That is why an agile, iterative approach to market research—in which projects are structured in small and frequent sprints so data is fresh and relevant—is so important. Market research is not a one-time thing, but a continuous practice.
Allbirds uses agile market research to track brand health on a regular basis. Not only does this help Allbirds stay nimble in the hyper-competitive sneaker industry, it also allows the company to get an edge as the team quickly expands into new countries. Allbirds CEO Joey Zwillinger will join SurveyMonkey CEO Zander Lurie in a keynote conversation at FastForward Live to discuss Allbirds’s explosive growth and how the company uses agile market research to inform new products and global expansions.
The future of market research is happening now
No business can predict the future, but they can be prepared with insights that show what people are feeling, how their behavior is changing, and what they are expecting at that very moment in time. Businesses and investors that are curious, resilient, and agile and equipped with data to guide their decisions are the ones that will win in this new economy. Register for FastForward Live here to learn firsthand from industry leaders.
