after many years of relative stability in marketing research methods, the industry is undergoing great change due to: new uses of traditional research tools. expanded focus on qualitative methods. reluctance of clients to adopt new research methods. new sources of data and technology.

New data sources can boost operational effectiveness. Interactions with consumers and their insightful feedback enable the firm to gather a wealth of priceless customer data. Analytics can then uncover significant trends in the data to produce products that are unique to the customer. The data tools can automate repetitive processes and tasks to provide employees more time to work on activities demanding cognitive skills.

More information is now available than ever on customers, their habits, and their preferences thanks to the development of the internet, smartphones, and data collection methods. These behavioural data sources are utilized and their worth is unlocked by tech-driven market research. Now, businesses can get around the fundamental problems with market research thanks to the mix of new data sources and data science methodologies in tech-driven market research.

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