ESOMAR Research World: Software as a game-changer

t Choosing the right software is critical for market researchers looking to keep up in today's landscape. Our EVP John Bird writes more about this for ESOMAR's Research World in his latest article, "Balancing Tradition and Technology in Modern Market Research." In the piece, he covers the critical role technology now plays in shaping the future of market research and how choosing the right tools can transform the way we uncover insights and drive strategic decisions.

The Evolving Role of Technology in Research
As John explains, market researchers may not be technologists, but their ability to effectively implement technology has become career-defining. With consumer behavior shifting and digital platforms multiplying, agile tools that support faster insights and more efficient workflows are essential. The challenge lies in navigating the abundance of choices—new solutions hit the market daily, catering to every phase of the research process.

“Fortunately, while the stakes are high, the rewards of making the right investment are even higher,” John notes. From boosting productivity and reducing costs to enabling insights to be shared across global teams, the right tools can create a lasting impact on business outcomes.

Balancing Tradition with Modern Innovations
John also highlights the importance of striking the right balance between traditional methods and modern tools. While new technologies like AI and automation can streamline manual tasks, traditional methods such as brand trackers remain critical. “Technology should enhance the human side of research rather than replace it,” he says.

The key is knowing when and how to integrate these tools. AI can uncover patterns, automate processes, and free up researchers to focus on high-value tasks like strategy and storytelling. However, these innovations should be layered thoughtfully with established methods to gain a comprehensive view of consumer behavior.

Breaking Down Data Silos for Holistic Insights
Another critical point John raises is the need to break down data silos within organizations. Too often, CX data, sales figures, and survey research are housed in separate systems, leading to fragmented insights. As John puts it, “Failing to take into account all these variables is akin to attempting to solve a jigsaw puzzle with several missing pieces.”

By integrating diverse data sets—from social listening to geographic data—researchers can build a more complete picture. Tools that centralize analysis, reporting, and visualization enable teams to uncover connections and develop actionable strategies that drive growth.

Empowering Teams with Shareable Insights
Finally, John underscores the importance of making insights accessible across organizations. Today’s technology enables interactive, shareable dashboards that allow stakeholders to explore data independently. This not only enhances engagement but also fosters deeper collaboration and more informed decision-making.

As John writes, the market research industry is evolving rapidly, and embracing technology strategically is critical to staying competitive. By adopting the right tools and techniques, researchers can unlock new levels of insight and innovation, ensuring they remain a vital part of business success.

For a deeper dive into the intersection of tradition and technology in market research, read John Bird’s full article on ESOMAR’s Research World here: https://researchworld.com/hot-topics/balancing-tradition-and-technology-in-modern-market-research

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