[BizTrends 2016] Critical need for consumer data

Trend reports are being published on a daily basis and the reason for this is that the digital age, in particular, has allowed commentators and strategists access to far greater volumes of data and statistics that can be analysed and interpreted into new insights. To keep up with these reports one needs to jump on the spinning wheel like the poor Guinea pig. But even he has to jump off to catch his breath.

The good news is that the digital era has also heralded the era of quick, instant lines of communication between marketers and consumers. A growing trend globally, and developing well in Africa, is the use of online research panels and communities. All the trends that are starting to negate the effectiveness of classic face to face research are being countered by the advantages of online research.

Marketers now have the ability to use online panels and communities to stay in touch with their target markets on a far more regular basis thereby quickly identifying and interrogating changes in behaviour and attitude to ensure they keep up with new emerging trends in real time.

Factors underpinning the trend toward more online research:

1 Greater user friendly technology allows access and interaction across all mobile formats.
2 Ability to identify the device and deliver a survey in a user-friendly format.
3 Cheaper smartphones, more tablets, more laptops give access to many more respondents.
4 Continually improving mass access to broadband and the internet.
5 Expense of face to face fieldwork.
6 Difficulty in guaranteeing the reliability and validation of fieldwork activities.

The following two slides on the trend in increasing internet access and smartphone ownership underscore the fact that online research is now a main stream research activity, and will be the key source of identifying new trends now and in the future.