Research

These 3 obsolete market research practices are on their way out

These 3 obsolete market research practices are on their way out

Ray Poynter, director of Vision Critical University, is no stranger to the Customer Intelligence Summit. One of the top influencers in market research, Poynter has delivered some of the most popular and most provocative presentations at the past Summits.

We’re delighted to announce that Poynter will once again join our star-studded lineup of keynote speakers this year. He’ll be appearing in Sydney on July 21, in London on September 15 and Chicago on September 22.

To give you a taste of what Poynter has in store for this year’s Summits, we’ve collected some of his most recent predictions. Here are three research practices that Poynter says will soon disappear and change the customer intelligence landscape.

  1. Long surveys

According to Poynter, long surveys—those that take more than 20 minutes to complete—are on their way out.

“If you are still using long market research surveys, you are wasting money, collecting inaccurate information, annoying customers and missing out on the opportunity to gather impactful business insight,” he writes in a blog post.

Survey fatigue and the increasing complexity of the business landscape are resulting in a decline in survey response rates. Using ongoing discussions, insight communities and in-the-moment research methods are better ways of gathering customer intelligence, according to Poynter.


“If you are still using long market research surveys, you are wasting money, collecting inaccurate information, annoying customers and missing out on the opportunity to gather impactful business insight.”


  1. Siloed market research departments

Ray-summit-emailInsight departments will become smaller in the enterprise, but it’s not because companies don’t have a need for researchers. Poynter expects the overall research pie to grow, but he also sees a trend towards democratization of insight in the company.

“More parts of the organization will integrate insight gathering into day-to-day operations,” predicts Poynter in Winning the Research Revolution, his latest e-book for Vision Critical.

Instead of being stuck in one department, “the work of researchers is being shared and having an impact throughout companies that have embraced customer centricity,” adds Poynter.

  1. Completely manual systems

Automation and AI have been around for a while now, but their impact will soon be felt in research.

In his e-book, Poynter says the new wave of automation will now affect thinking and creative work—putting professions like market research and marketing under threat. In Japan, for example, advertising giant McCann has recently appointed an artificial intelligence program to be its creative director.

Researchers need to be savvy about automation and embrace its opportunities. “Automation and AI will make it easier for research to be involved at every stage of decision-making within a company,” says Poynter. “Researchers will be integral to helping companies validate the data they need to make the kinds of decisions that impact the entire business.”

Catch Ray Poynter at the 2016 Customer Intelligence Summit

This is just a small sample of Poynter’s intriguing thoughts about market research. Catch him at one of our Summits this year to learn more about the rapid technological changes facing research and what it means for insight pros. Save your spot today.

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