Digital Research: The New Normal

The outbreak of Covid-19 has made companies and brands globally uncertain about the future. This uncertainty has brought a surge in interest in conducting research among organizations. With an unprecedented change in consumer behaviour, companies are eager to learn what lasting impact this pandemic will have upon consumer behaviour. They also want to understand its implications on their industry, products, and services.

Initially, there was a short term cut in marketing budgets, but the companies are realizing the need for insights to optimize their marketing efforts. One prime example of this is that prominent automakers are trying to understand the consumer behaviour related to buying of small segment cars over letting go cab aggregators like uber for safety reasons.

In recent years there has been a global surge in the number of internet users. Also, businesses have become more global and the target consumer base has become more and more diverse. This has led to an increase in adopting digital research methodologies. Covid-19 is acting as that last push to bring companies to online market research. The traditional methodology of conducting face to face interviews is becoming obsolete today and we are seeing a rapid change in the methods adopted by market research companies.

Digital research provides with several effective ways of doing research. Quantitative research can be done through online surveys and polls. And focus groups for qualitative research can be moved on video conferencing tools.

But even digital research comes with its own set of problems. It can be a challenge to recruit participants online due to several reasons. One of them is the lack of trust related to the privacy of their personal information. Participants can also be wary of the authenticity of the monetary rewards promised by the researcher. Thus, it becomes important to choose a reliable research partner which is compliant with international and national privacy laws of the desired geography.

Along with its challenges online research provides companies with a lot of advantages as well. Firstly, it gives access to a truly diverse consumer base. It is also a time saving and cost-saving way of conducting research. You also get the opportunity to collect and analyse the data in real-time.

Join Survey2connect and Cint on 10th June 2020 to dive deep into the world of digital research. Register yourself at “link”.