changing technologies within the research industry

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rifat28dddd
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Joined: Fri Dec 27, 2024 12:36 pm

changing technologies within the research industry

Post by rifat28dddd »

The following three global trends in the research industry identified during the foresight session can be noted:

revolutionary changes in data collection and processing (Big data, Data science);
changes in customer behavior and demand, new research requirements.
Changing technologies

In this trend, the main directions of change are the "dying of paper" and long surveys. Paper questionnaires are becoming archaic, although in Kazakhstan they are still the prevailing research tool. Surveys are increasingly being conducted using tablets and laptops, which increases the speed of data collection, the quality of interviews, and reduces such a stage as data entry.

The penetration of the Internet leads to the replacement of personal jordan cell phone number list interviews with online ones, which also increases the speed of conducting surveys. But it also leads to a reduction in the duration of interviews from 40-60 minutes to about 10-15. As one of the speakers emphasized: "A questionnaire longer than 15 minutes is "absolute evil."

Focus groups are also increasingly being held online. Participants can be in completely different places and even cities, simultaneously discussing some new advertising concept for a dairy brand.

It is impossible not to mention the spread of neuromarketing and the introduction of its tools into marketing research. Eye-trackers allow tracking the trajectory of a person's gaze at an advertising poster, video, or retail shelf. Special programs read the emotional reaction directly from a person's face. A helmet is placed on the respondent's head, which transmits brain impulses, and neurophysiologists decipher the person's reaction. The traditional "asking" of the person himself about what he feels or thinks is replaced by direct reading of reactions and impulses. As one of the speakers said: "As soon as the respondent begins to answer questions with words, he is lying, because a person first does something, and then rationally justifies his actions."
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