As the National Research Day clearly demonstrated, a new wind is blowing through the profession. Thanks to the digitalisation of companies and the emergence of new tools, the profession is evolving towards three major trends:
1- The changes in organisation and function are taking place in two directions: after years of CMK and CMI, research is becoming increasingly structured around the analysis of behavioural data, whether internal via the tracking of customer journeys and shopping baskets, or external (supplied by ad hoc or barometric studies). This approach highlights the importance of predictive research; in fact, our customers are asking for results that are increasingly predictive of sales. But it also highlights the need to be able to work with data 'seamlessly' between internal and external data.
On the other hand, analysis of the cultural logic of consumers completes a diagnosis, thanks in particular to multi-source analysis techniques: societal trends, foresight, enriched listening or creative sessions that are sources of natural insights.
This new organisation, based on different areas of expertise (qualitative, creative, quantitative), highlights the need to work together, because these two types of customer knowledge are complementary, whether for exploratory research, mix tests, communication or brand assessments. So it's not hard to imagine institutes setting up a team made up of a trend analyst, a qualitativeist, a quantitativeist trained in data mining and a strategic planner to provide in-depth answers to the strategic questions posed by advertisers...! Finally, a Design Thinking team dedicated to each project is a dream! At Adwise, we consider the institute to be the facilitator of the integration of know-how, and thus promote the participation of different profiles, from within or outside the advertiser, in dedicated project teams.
2- Advertisers' research departments want to 'come out of the woodwork' and play an active part in creating a competitive advantage, and that's all to the good! The InsightHub approach is symptomatic of this, and we can only endorse it.
The emphasis is on the research department's ability to create intelligent consumer centricity and thus contribute to cultural change within the company. To this end, designing 'consumer days' open to all employees with links to marketing, sales or even R&D enriches knowledge and the sharing of experience; the fundamental triptych of Brand-Customers-Employees is at the heart of the company's transformation. Digital tools must not make us forget real life, and we need to know how to move on from the opinion to the life of the consumer!
3- AI appears to be the Total Recall marketing research. But while AI will make it possible to automate research (in quantitative analysis or community animation), the capacity for interpretation will remain human: associating and linking results, choosing the most appropriate scenarios for the brand in concept testing, and fine-tuning mix optimisation will remain within the remit of consultants... for some time to come. Similarly, the choice of methodologies and collection techniques to complement AI is likely to become Hyper Ad Hoc. The commitment of the consultant or research director to the brand will be even more decisive than it is today, and the Partner mindset will make all the difference.
More collaboration, more sharing of expertise, more immersion in real life and more commitment: in short, an exciting future!
Florence Hussenot
