Market research has impact.
Smart market research, more impact It is not new insight that the world is moving faster and faster and that life in all its facets is constantly changing thanks to digitalisation and technological progress. What this means for customer needs, however, is still not that clear. Interrogare helps companies to securely navigate these unknown waters.
be optimised to mobile and need to be short. The types of questions have to be adjusted to smaller screens and provide a fun experience. Extremely long questionnaires are in the wrong place here.
TEXT: JESSICA HOLZHAUSEN I PHOTOS: ADOBE STOCK
The modern world poses new challenges for market research, because in times of change, market research is capable of delivering the insights companies need for decision-making – no matter if it concerns brand orientation, communication, product design, prices or guaranteeing customer satisfaction. Interrogare shows how modern market research works and which new possibilities this offers. Modern market research is agile and has impact “Digitalisation allows for working faster and more efficiently. This is why we – as far as it is possible – automate and digitalise processes,” says Walter Freese, responsible for business development. This makes projects agile and interactive, so that it is possible to work closely to cus136 | Issue 74 | May 2019
tomer requirements and make short-term adjustments. Above that, results can be followed in real-time. The times of large and inflexible projects are over. In contrast to the wish for automation and standardisation stands the wish for intensive and direct confrontation with challenges, questions, customers and data. This is the only way to generate relevant, action-orientated insights. Rigid frameworks no longer work. Modern market research is mobile and implicit “For successful market research it is necessary to pick up participants who are actually willing to participate. And today, in most cases, this means mobile,” explains Freese. This is why interviews have to
Often enough, people are not willing or able to give a clear answer. This is why modern market research has to work with smart methods like projective and indirect approaches. One example is the Emotional Branding Monitor that measures response times and is used for brand positioning and brand image studies. Here, participants are shown different pictures and terms and have to decide in seconds if these are fitting the brand or not. This reveals unconscious brand perceptions. Direct surveys will simply not reach that purpose. Whatever the challenge: with smart market research and relevant insights, Interrogare unerringly supports companies.
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