This is according to Andisiwe Mazibuko-Ntholeng, head of marketing and business development manager at Birth'nidea Pty (Ltd). She was delivering her paper at the South African Marketing Research Association (SAMRA) two-day conference that took place recently at Velmoré Hotel Estate, Hennops River, Eramia, Gauteng.
“What this means is that if market research is to move on, it has to interact with the technology. It is that or the death of the discipline.”
Consumers are talking to brands, whether brands want to be talked to or not. Much of this conversation is taking place in social networks and by a specific generation, the millennials. To understand what this particular group does online, Mazibuko-Ntholeng, undertook research to discover what role market research agencies play in the digital world of an emancipated consumer.
“The research is very explorative, and unfortunately our sample group became smaller and smaller, based on the availability of people. Therefore, we undertook desktop research.”
She found that despite the consumer today being louder with more of a voice than before, market research still has a place and role to play in their lives. “Without market research, there are only data sources that social media feeds into. Without the research, it means nothing.”
While she concedes that focus groups have become boring and data specialists are all the rage, she maintains there is still a place for market research. “Market researchers are not getting less briefs, but change is coming. Integration between the industry and technology needs to take place and this is noted by both the industry and its clients.”
She adds that technology is providing many opportunities the industry to better service their customers. “Technology has increased the speed of our delivery as the digital world requires a faster turnaround time. This is great for our clients.”
The new consumer is another positive. “They are, in fact, a tool that aids us in acquiring a better research opportunity. Add to this the decreasing cost of smartphones and cost decreases, and suddenly there are so many more consumer types we can explore with. As such, this is growing the sample and they cannot be thought of as niche groups for too much longer.”
