A next step is to make data actually work for you with data-driven campaigns via, for example, a customer data platfatform is the link between data, insight and results that can be us by marketers, campaigners and data analysts alike. With the help of modules, customer journeys and campaigns can be fully mapp, followed and maximized. This includes getting to know visitors well and automatically enticing them to complete their conversion path and also retarget them.
Trend 4: humanizing data
The starting point is that people are not fully aware of their behaviour, how they make a choice and how they feel about a brand. Behavior and the decision-making process can be identified, interpreted and analysed, using scientifically based models. Actions and strategies can then change behavior or perceptions. Think, for example, of increasing brand preference or converting interest into actually purchasing a product or service.
Insights that cannot be captured through data
Behavioral sciences form the basis of these qualitative studies. The client is an important factor in this as a discussion partner and source of inspiration. With the help of context mapping and contextual research, stories and events inspire the researcher to better understand the consumer and thus gain insights that cannot be captur through data.
Trend 5: AI continues at an accelerat pace
The scaling up of artificial intelligence within organizations is accelerating worldwide and AI has now also taken a prominent position in market research. Its add value is obvious. With AI it is possible to do analyzes fully or partially automatically. Think of analyzing customer feedback or via text analyzes and analyzing and positioning images for visual communication.
Finding the target brand positioning
For examplep the message of images and videos bas on the social-psychological values that consumers attach to them. The tool is therefore objective and reinforces the principle that an image often says more than a thousand words. The artificial intelligence of iMatch can recognize Partners Email Lists objects, people, emotions, colors and atmosphere. This makes it possible, for example, to map and tag a complete image bank, something that is impossible manually. On the basis of the tags, perfectly suitable images can be selected for expressions. For example, iMatch’s software also positions images from video commercials, which is valuable in finding images that
match the intend brand positioning.
Text analysis on open stories
Also in the field of text analysis, AI is an increasing trend in market research, especially in analyzing consumer answers to open questions. More and more sophisticat AI solutions are becoming available for this, such as Word2Vec and topic modeling. However, this specialism still requires human brainpower. For example, algorithms do not see the context of words or word combinations. Algorithms still have to be combin with human