Marketing research tools have come a long way from the time it began. It is inevitable to see many changes over the years as the world advances in everything – especially technology.
In marketing research, both quantitative and qualitative aspects have used different tools in gathering information and continue to do so but with newly innovated tools – Tools that take the traditional practices and incorporate them into our modern society.
Surveys used to be paper-based. With the internet, paper-based surveys were upgraded to online surveys. Recently, with the aim of marketing research to tap into the mobile networks, micro-surveys have been a new alternative – one to three questions at a time, strategically embedded in apps to pop up and gain specific, useful and direct responses at specific times.
Focus groups only had the option to meet face to face back in the day. Now, there are online focus groups, online bulletins and more comfortable settings as everyone can meet right from the comforts of their choice of space – home, office, or others.
In depth interviews that used to be conducted face to face or on the phone can now be done through the internet. Previously, marketing researchers took advantage of messenger apps like Skype, Yahoo, MSN to conduct interviews and some still do today. It is still much more convenient than the regular meet-and-greet sessions.
Taking marketing research tools a step further, marketing research solutions providers have created apps that both respondents and researchers can download onto their smartphones. This enables them to take all that was mentioned above to the next level. It makes everything available at their fingertips.
The apps on the smartphones are just as powerful as the one on the laptops or notebooks. Uploading videos, recordings and images is easier since the app can be placed in the phone. IDIs can be done anywhere at the respondent’s most convenient time and place. Online focus groups can also be done on the mobile phone and gather equally useful information as when done through a personal computer or in person.
When information was collected manually and with different tools like a digital camera, or a voice recorder, then printed or copied and shipped off to an address or dropped off at an office, you could say that it was very inconvenient. But with cameras and recorders built into many phones, it is now a piece of cake to do those tasks.
As marketing research becomes more and more a necessity for any business, small or large, and as we grow deeper into the modern age, it is only right to expect more applications and software to be created to further marketing research in the aims of the companies that make great use of it.