Why now is the time to reimagine research and 5 ways to get started.

We released an e-book that goes deep on why it’s time for our industry to reimagine research. It’s tactical, technical and filled with tips that are easy to apply. The eBook, and the larger campaign we inspired by a startling fact:

Did you know that according to research completed by the Insights Association, 1 in 3 researchers rate their jobs as “highly stressful” and over half experienced “burnout” in 2023?

That is a serious problem that is antagonized by some key challenges our friends at Greenbook identified. Namely:

• Bad sample quality
• Professional survey takers and bots
• AI augmented fraud in the sample due to AI
• Estranged and hard-to-reach sample groups
• Declining participation

Clearly something must change. The status quo of market research has a strangle hold on this industry.

New methods and new technology now make it possible to re-imagine research; keeping the same rigour and sophistication, but making it conversational, personalized and engaging. We call it the third wave of market research.

To support this transition into the third wave of modern market research, we identified 5 areas of opportunity. We also connected with thought leaders and innovators to find out what “research reimagined” means to them. Their ideas have been shared here. In almost every case they echoed our recommendations; further validating the immediate need to spearhead change.

In this blog I’ll briefly summarize the key points outlined in the eBook. Specifically:

• Embracing a conversational approach
• Tapping the full capabilities of mobile technology and SMS
• Utilizing quant and qual plus video in agile learning streams
• Inspiring change with next-gen storytelling and reporting capabilities
• Optimizing the research process with AI

EMBRACE CONVERSATIONAL METHODS TO IMPROVE RESPONSE RATES AND ACCELERATE TIME TO INSIGHTS

To get authentic, unfiltered feedback from respondents, you must get them out of test taking mode and by embracing more conversational methods.

Here’s three ways to make market research uniquely conversational:

1. Make it a two-way communication. Create activities that feel more like a natural conversation than a formal interview or test.
2. Explore ways to be more natural and engaging. Consider your tone and language. Give people the opportunity to express themselves in a way that feels more natural rather than relying on a scale of 1-10. Tap into the power of AI to help with tone refinement.
3. Make it contextual. The ability to engage people in key moments, without taking them out of the moment is the goal here. SMS and chat-like engagements make that possible without sacrificing quality or rigour.

To help researchers on this journey, we created 8 Principles of Conversational Research that can be used to re-imagine your research. They are summarized below. If you want to go deeper check out the e-book written by founder of Reach3 Insights and pioneer of Conversational Research Methods, Matt Kleinschmit.

TAP THE FULL POTENTIAL OF MOBILE AND SMS TO GATHER IN THE MOMENT INSIGHTS

Mobile phones – specifically the use of SMS and social is the primary connection between consumers and the rest of the world. Here’s 6 Reasons why SMS helps researchers uncover deeper richer insights.

1. Using SMS and mobile makes it possible to make your research more conversational and engaging without sacrificing rigor which makes the activities feel more relevant and personalized.
2. Consumer preferences for chat allow more creativity in question types like image solicitation.
3. It is far easier to use audio and imagery along with other elements like emojis which can make research feel less stuff and impersonal.
4. Using SMS-based survey eliminates the need to download an app.
5. People respond to SMS. In fact, 98% of SMS messages are opened.
6. The asynchronous character of mobile engaging encourages shorter activities which increase response and completion rates.

UTILIZING QUANT AND QUAL PLUS VIDEO ONE AGILE LEARNING STREAM TO WORK WITH EFFICIENCY AND IMPACT

The time and budget required to run discrete quant and qual projects is a luxury few can afford. But they can’t sacrifice quality either. Qual-quant approaches supplemented by video deliver substantial savings in time, money, and effort.

Quantitative rigor + qual at scale
Quantitative research scales but often lacks context that can be uncovered in Qualitative research, allowing researchers to explore complex questions with a nuanced understanding. Although traditionally more time-consuming, advancements in transcription and coding software have expedited these processes, allowing for quicker turnarounds and reduced labor costs. The incorporation of video as a medium in research methods is a leap forward in data richness and engagement.

The synergy between quant and qual methods, enhanced by video, means that researchers can work smarter, not harder. The comprehensive insights gained through this integrated approach can lead to quicker decision-making and the formulation of more definitive recommendations couched in quat data, brought to life with video and other qual.

5 key benefits of quali-quant + video agile learning streams:

1. Resource efficiency
2. Context and colour
3. Enhanced engagement
4. Agile adaptability
5. Shorter workflows
   

NEXT-GEN STORYTELLING AND REPORTING  THAT DRIVE REAL BUSINESS OUTCOMES

The root of compelling story telling is high-quality insights and feedback. However strong evidence is not always enough to inspire action. As Debra Logan, research vice president at Gartner explains, “It’s not enough to manage data and create insights. These activities must deliver measurable business outcomes.”

Not only do researchers needs to distill and synthesize the data so it is accessible and actionable, but they also need to help focus their leadership on the data that matters.

With this strategic imperative in mind, we put together a simple storytelling framework anchored around 6 simple questions.

1. What’s the story I want to tell?
2. What’s the best time to tell the story?
3. What raw materials can I use to bring my story to life?
4. What are the most salient points?
5. What the best way to share my story?
6. How do I make sure the right people hear my story at the right time?

“Stories are the oldest form of learning that we have as humans. It’s also the first style of learning we’re exposed to as children. Our brains are pre-wired to connect to stories in a way they are not pre-wired to connect to tables and graphs.”
Jason Cook, Senior Manager of Research and Design – Dell Technologies Services CX

AUGMENTING AND OPTIMIZING MARKET RESEARCH WITH AI TO STRETCH YOUR BUDGET AND MANAGE YOUR TIME MORE EFFECTIVELY

The near to mid-term objective of AI is to embrace its potential to alleviate the burden of manual, time-consuming tasks, allowing researchers to channel their efforts into high-value activities. This strategic reallocation of resources from repetitive and routine to tasks is the cornerstone of optimizing research processes with AI.

AI, especially when integrated with conversational interfaces and SMS technology, can enhance the participant experience. By employing AI in the authoring process, researchers can refine survey content, adjust tones to suit diverse audiences, and ask intelligent follow-up questions.

AI excels at distilling vast quantities of information into coherent, actionable insights At Rival, we encapsulate this capability as “speed to insight,” enabling researchers to test hypotheses, iterate on findings, and launch initiatives with unprecedented agility.

Parting thoughts
The demands and expectations on research teams mean that traditional methods are no longer sustainable. It's time to break free from the constraints of status quo and embrace the key areas of opportunity we've outlined above. Embrace the principles of conversational research, prioritize the participant experience, leverage the full potential of mobile, video and AI and finally, craft compelling stories that resonate with your audience.