As it becomes more difficult to gain detailed insight via traditional survey methods, companies are looking at new ways of reaching and engaging with market research participants. The key to this is understanding how global attitudes and behaviours are changing and using these trends to help brands develop a deeper understanding of their target consumers.
According to research by research firm GfK, there are signs that people are becoming increasingly collaborative and open to community participation. Its Consumer Life study, a global survey that tracks changes in 50 values and guiding principles that people consider most significant, suggests that values such as helpfulness, open-mindedness, creativity and knowledge have all increased in importance over the last five years. The same is true for people’s sense of social responsibility – they now place a lower value on individuality. All of this points to a greater interest in, and desire for, a sense of community.
In this article, originally published by Quirk’s Marketing Research Review, Alex Osbaldeston, Solutions Director at Questback, looks at what this means for researchers and outlines five important steps to consider when setting up an MROC. Read the full article here.