The document discusses five consumer trends that are transforming the market research world: 1) Consumers want on-demand access to information rather than spending hours searching; 2) Consumers prefer bite-sized pieces of information over lengthy reports; 3) Non-verbal digital data like social media and video analytics can provide insights rather than relying solely on surveys; 4) Intuitive, simple user interfaces allow access to new technologies without extensive training; 5) Consumers want dynamic, tailored products and services rather than static options. These trends will lead to changes in market research like do-it-yourself survey collection, shorter surveys, use of observed online data, and dynamic digital dashboards replacing standard reports.

1. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
Five consumer trends transforming the
market research world.
Kris& Zuhlke

2. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
As consumers, we are moving from hours
to find answers to on demand…..
Traditional library
Siri

3. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
In our market research world, we are moving
from hours for answers to on demand…..
Full Service
Research Firm

4. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
As consumers, we want bitesize.
Full closets
Monthly curation

5. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
In Market Research, we want bitesize.
Long surveys
Quick & accessible

6. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
As consumers, we don’t always confess emotions
or communicate life events with words.
Writing letters

7. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
In Market Research, we collect data that
doesn’t always require a survey.
Social Media
Video Analytics

8. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
As consumers, we rely on beautiful and simple
user interfaces so new skills are not required to
operate new technologies.
Only for adults to learn
Children can intuitively
use a “computer”

9. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
In Market Research, we rely on beautiful and
simple user interfaces so new skills are not
required to operate new technologies.

10. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
As consumers, we are moving from
static to dynamic products &
services.
DVD
You Choose What to
See

11. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
In Market Research, we will move from static
deliverables from suppliers to dynamic.

12. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
Survey collection will be DIY
Surveys will be much shorter
Shift towards observed data vs claimed (If government regulations
don’t interfere)
Basic analytics capabilities will not be required due to advanced User
Interfaces on top of advanced technologies (Counter trend here
which requires more analytic capabilities among a set of people)
All Market Research “reports” will be a dynamic dashboard and be
automated
The 5 new realities of Market
Research

13. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
Thank You!
Kristi Zuhlke
kristi@knowledgehound.com

14. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
Q & A
Kris7 Zuhlke
KnowledgeHound
Ray Poynter
NewMR

15. Five consumer trends transforming the market research world
Kris7 Zuhlke, KnowledgeHound
Looking Forward
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