Consumer
Insights Industry Predictions of 2015
In 2014, there were a lot of predictions about where the
insights industry would go this year. So, we are taking a look at some predictions
that came from our insights social media communities as we look into how the
insights industry will evolve throughout 2015.
insights industry would go this year. So, we are taking a look at some predictions
that came from our insights social media communities as we look into how the
insights industry will evolve throughout 2015.
While Big Data has been trending for some time, it's more
relevant than ever at the end of 2014 and moving into 2015. Consumers are increasingly
connected, and this causes a huge amount of data that can hide key user insights
that can decide the success of a marketing campaigns. In 2015, data will remain a priority, but
marketers will move from "big" to "smart" data, using more
hypothesis-driven and creative analytical approaches to simplify the complexity
that data brings.
relevant than ever at the end of 2014 and moving into 2015. Consumers are increasingly
connected, and this causes a huge amount of data that can hide key user insights
that can decide the success of a marketing campaigns. In 2015, data will remain a priority, but
marketers will move from "big" to "smart" data, using more
hypothesis-driven and creative analytical approaches to simplify the complexity
that data brings.
Further, Big Data analytics continue to be a rarity
practiced by a few select individuals and companies, according to Andrew M.
Appel President and CEO IRI. However, the domain for some market researchers is
widening as a greater number of us work with 'Mid Data' and think of ourselves
as data analysts rather than marketing researchers. As we emerge into a more
global industry with more powerful software, there will continue to be a big
need for market research experts and data scientists.
practiced by a few select individuals and companies, according to Andrew M.
Appel President and CEO IRI. However, the domain for some market researchers is
widening as a greater number of us work with 'Mid Data' and think of ourselves
as data analysts rather than marketing researchers. As we emerge into a more
global industry with more powerful software, there will continue to be a big
need for market research experts and data scientists.
This year will also separate companies that integrate
consumer and shopper insights across their organization to drive
shopper-centric strategy from those that operate in traditional functional
silos, according to Bob Lederer, RFL Communications Editor and Producer. He
says this year research must evolve to respond to the need for integrated
learning and facilitate its translation into actionable retail strategy.
consumer and shopper insights across their organization to drive
shopper-centric strategy from those that operate in traditional functional
silos, according to Bob Lederer, RFL Communications Editor and Producer. He
says this year research must evolve to respond to the need for integrated
learning and facilitate its translation into actionable retail strategy.
According to Tom H. C. Anderson Managing Partner Anderson
Analytics ' OdinText, the most insane predictions in the past few years have
involved the end for traditional research methods, especially survey research.
Specifically, innovation in the insights industry has been very necessary to provide
speed and management of a greater variety and size of data.
Analytics ' OdinText, the most insane predictions in the past few years have
involved the end for traditional research methods, especially survey research.
Specifically, innovation in the insights industry has been very necessary to provide
speed and management of a greater variety and size of data.
In addition, CPG manufacturers must focus on consumer activation,
according to Appel. In a world of greater competition, a more complex path to
purchase, shifting consumer attitudes and a continuing soft economy, it's all
about micro-segmentation and leveraging Big Data and new technologies to
dramatically accelerate decision making at very granular levels across sales
and marketing disciplines.
according to Appel. In a world of greater competition, a more complex path to
purchase, shifting consumer attitudes and a continuing soft economy, it's all
about micro-segmentation and leveraging Big Data and new technologies to
dramatically accelerate decision making at very granular levels across sales
and marketing disciplines.