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Five	consumer	trends	transforming	the	market	research	world	
Kris7	Zuhlke,	KnowledgeHound
Looking Forward
	
	
Five consumer trends transforming the
market research world.
	
Kris&	Zuhlke
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
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
Five	consumer	trends	transforming	the	market	research	world	
Kris7	Zuhlke,	KnowledgeHound
Looking Forward
	
	
As consumers, we want bitesize.
Full closets
Monthly curation
Five	consumer	trends	transforming	the	market	research	world	
Kris7	Zuhlke,	KnowledgeHound
Looking Forward
	
	
In Market Research, we want bitesize.
Long surveys
Quick & accessible
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
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
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”
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.
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
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.
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
Five	consumer	trends	transforming	the	market	research	world	
Kris7	Zuhlke,	KnowledgeHound
Looking Forward
	
	
Thank	You!	
	
	
	
Kristi Zuhlke
kristi@knowledgehound.com
Five	consumer	trends	transforming	the	market	research	world	
Kris7	Zuhlke,	KnowledgeHound
Looking Forward
	
	
Q	&	A	
Kris7	Zuhlke
KnowledgeHound
Ray Poynter
NewMR
Five	consumer	trends	transforming	the	market	research	world	
Kris7	Zuhlke,	KnowledgeHound
Looking Forward
	
	
NewMR	2018	Sponsors	
Communica7on	
Gold	
Silver

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