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[Aniya]

New marketing research methods – an overview

Traditional ways for marketing research like focus group, surveys and interviews seem not explain enough anymore. With changing markets and increasing competition companies have to find new ways what consumers really want.

For that, marketers and companies have to consider actual trends:
More and more people are using the Internet. This offers new ways for marketing research. Viral marketing research is an innovation which focuses on the new trends internet and social networking. It finds out which needs of the costumers should be communicated through which media and which communication strategies are most likely to spread out by world-of-mouth. The Internet can give exact and fast results for example measuring the numbers of clicks in order to find the most popular websites, interest and profiles of the consumer.

Innovative software for marketing research offer more possibilities for exact results. An example for such software are the Geographic Information Systems. It is any system that captures, stores, analyzes, manages, and presents data that are linked to location. Technically, a GIS is a system that includes mapping software and its application to remote sensing, land surveying, aerial photography, mathematics, photogrammetry, geography, and tools that can be implemented with GIS software.
This software is usable for marketing research to find out in which area advertisements could be more profitable

An other further development is called Neuroeconomics . The combination of psychology, economics and neuroscience aims to study people’s emotions by using neurotechnical technologies for example functional magnetic resonance imaging or electroencephalography. Brain scans and comparisons of the different areas of the brain should give information for economic decision making.

Those innovations can give us more exact and objective results but some of them are disputed. The more information we can get of the consumer the more it’s an invation of one’s privacy. Whereas consumers were aware of the traditions marketing methods before, new methods are more hidden. They often don’t know that their data are used for research.

With all those innovations in order to find out what consumers really want marketers and companies should not forget the ethical issue. In marketing research it’s all about the costumers’ needs. But one of the most important need still remain personal privacy.

[Duckduck (Contributor)]

New marketing research methods – an overview

Traditional ways of marketing research like focus group, surveys and interviews do not seem to explain enough anymore. With changing markets and increasing competition, companies have to devise new ways of finding out what consumers really want.

In order to achieve this aim, marketers and companies have to consider the actual trends:
More and more people are using the Internet. This offers new ways for marketing research. "Viral marketing research" is an innovation which focuses on the new trends internet and social networking. It finds out which of the costumers' needs should be communicated through which media and which communication strategies are most likely to spread out by world-of-mouth. The Internet can give exact and fast results, for example: counting the numbers of clicks in order to find the most popular websites, measuring main interest, and establishing profiles of the consumers.

Innovative software for marketing research offers more possibilities for exact results. An example for this software are the "Geographic Information Systems". These include any system that captures, stores, analyzes, manages, and presents data that is linked to a location. Technically, a GIS is a system that includes mapping software and its application to remote sensing, land surveying, aerial photography, mathematics, photogrammetry, geography, and tools that can be implemented with GIS software.
This software is usable for marketing research to find out in which area advertisements could be most profitable.

Another recent development is called "Neuroeconomics". The combination of psychology, economics and neuroscience aims to study people’s emotions by using neurotechnical technologies for example functional magnetic resonance imaging or electroencephalography. Brain scans and comparisons of the different areas of the brain should give information for economic decision making.

Those innovations can give us more exact and objective results, but some of them are disputed. The more information we can get of the consumer the more it’s an invasion of their privacy. Whereas consumers used to be aware of the traditional marketing methods before, the new methods are more hidden. The consumers often don’t know that their data are used for research.

What with all these innovations in order to find out what consumers really want, marketers and companies should not forget the ethical issue. In marketing research it’s all about the consumers’ (oder: customers') needs. But one of the most important needs still remains: personal privacy.

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Well done!
Duckduck