Lead Machine Pink 160x1200

Lead Machine green 160x1200

Lead Machine Pink 160x1200

Lead Machine green 160x1200

Friday, 11 December 2020 11:02

Toluna reveals market research predictions for 2021

By
Sej Patel, Country Director, ANZ, Toluna Sej Patel, Country Director, ANZ, Toluna

GUEST RESEARCH: From real-time data, a quest for relevance and a move to online qual, Sej Patel, Country Director, ANZ, Toluna - a tech company in the market research space - reveals the top five trends affecting the way Australian businesses will gain consumer insights in 2021. 

Real-time data 

"After one of the most unparalleled and unpredictable years in recent history, the only constant for brands now is change. And while the COVID-19 pandemic continues to create disruption across the board, we expect to see businesses continue to move at breakneck speed throughout 2021.  

"This increased pace of business is driving the need for agility and speed to action, meaning that quick, data driven decisions need to be made in order for brands to have a voice. Market research powered by new advancements in technology focused on agility and real-time data collection will be key – because if brands are unable to get data in a timely manner, they’re going to miss keeping consumers front and centre of their decisions."

Bite sized research

"In addition to an accelerated need for real-time insights, we also expect to see an increased frequency of research. With consumer sentiments constantly changing and evolving, one or two big, in-depth research pieces are no longer going to be insightful. 2021 will see businesses break up their research into smaller, bite sized chunks, with research going to field more frequently. This will not only give businesses access to the most up-to-date consumer data, it will also allow them to spot changing trends and pin-point shifts in consumer sentiment against major events and breaking news."

Online qual is here to stay

"2020 has seen the emergence of online qual research. The pandemic and social distancing requirements has meant face to face discussion groups were no longer possible, driving qualitative research online. For brands, qualitative research has always been important but has traditionally taken a backseat due to time and budget constraints. Now, brands have had a taste of online qual and we don’t think it’s going anywhere in 2021. Not only do we expect to see the continued rise of online qual, but may finally see a true integration with qual and quant research, giving brands both real-time data and cost effective qual insights."

Brand Loyalty: a quest for relevance 

"Brand loyalists are an increasingly rare breed. With consumers growing ever more fickle, 2020 has pushed brands to their limits. As we move into 2021 and beyond, it’s imperative that brands continually adapt and change in order to remain relevant. Knowing exactly what customers want and when they want it in real time - as opposed to waiting weeks or months - will enable organizations to remain relevant to their consumers."

Australia leading the way

"Australia has traditionally lagged behind the US and the UK, but now we’re keeping pace. In fact, throughout the pandemic Australia/New Zealand has been heralded as a world leader in the way it has managed the situation, and this will have a flow on effect for brands as we move into the new year.  

In the past, Australia was seen as a test market for global brands, but this concept has flipped on its head with Australia now driving innovation and change. Brands here are now more open to trying new things. If it fails – no harm, no foul; but when they succeed, they’re promoted on a global scale. We’ve shifted from being a test market to a global leader. And as we move into 2021 – should we continue to keep the pandemic at bay - our economies will likely bounce back before the rest of the world, further positioning Australian brands to the fore."

About Toluna  

Toluna delivers real-time consumer insights at the speed of the on-demand economy. With a commitment to leading by technology innovation, Toluna revolutionises market research and empowers clients with the agility to instantly conduct quantitative and qualitative research. By combining global scale and local expertise with innovative digital solutions and award-winning research design, Toluna helps clients explore tomorrow, now.  

Toluna is the parent company of Harris Interactive Europe and KuRunData. Together, we strive to push market research toward a better tomorrow. 


Subscribe to ITWIRE UPDATE Newsletter here

PROMOTE YOUR WEBINAR ON ITWIRE

It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site itwire.com and prominent Newsletter promotion https://itwire.com/itwire-update.html and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV https://www.youtube.com/c/iTWireTV/videos which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinatrs and campaigns and assassistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.

MORE INFO HERE!

INTRODUCING ITWIRE TV

iTWire TV offers a unique value to the Tech Sector by providing a range of video interviews, news, views and reviews, and also provides the opportunity for vendors to promote your company and your marketing messages.

We work with you to develop the message and conduct the interview or product review in a safe and collaborative way. Unlike other Tech YouTube channels, we create a story around your message and post that on the homepage of ITWire, linking to your message.

In addition, your interview post message can be displayed in up to 7 different post displays on our the iTWire.com site to drive traffic and readers to your video content and downloads. This can be a significant Lead Generation opportunity for your business.

We also provide 3 videos in one recording/sitting if you require so that you have a series of videos to promote to your customers. Your sales team can add your emails to sales collateral and to the footer of their sales and marketing emails.

See the latest in Tech News, Views, Interviews, Reviews, Product Promos and Events. Plus funny videos from our readers and customers.

SEE WHAT'S ON ITWIRE TV NOW!

BACK TO HOME PAGE
Staff Writer

ITWire has a variety of guest journalists and contributors posting on a regular basis. They are used as overflow for big news days and big news weeks.

Share News tips for the iTWire Journalists? Your tip will be anonymous

WEBINARS ONLINE & ON-DEMAND

GUEST ARTICLES

VENDOR NEWS

Guest Opinion

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News

Comments