kHUB All Member Forum

Discussion Thread View

  • 1.  PDMA Body of Knowledge and Emerging Market Research Methods

    Posted 05-31-2019 08:05
    "Market Research is required to provide market-related information and data to underpin decision-making in all aspects of strategy development, portfolio management, new products process, and life cycle management."   ~ PDMA First Edition BoK Guidebook for Training and Certification.

    Social Media (SMA) and Big Data Analytics (BDA) have significantly changed traditional types of market research in the last two decades.  What's beyond SMA and BDA that once SCI FI, is now becoming mainstream for product developers, managers, and innovation executives?

    Have you used new tools for eye tracking, biometric feedback, virtual reality prototyping?  What have you learned?

    As we launch the second edition of the BoK - PDMA is interested in hearing about your use-cases, learning, and results.  

    Sincerely, Karen Dworaczyk
    PDMA BoK Committee


    ------------------------------
    Karen Dworaczyk
    VP Marketing PDMA Product Development and Manageme
    INSIGHTOVATION�
    Canandaigua NY
    ------------------------------


  • 2.  RE: PDMA Body of Knowledge and Emerging Market Research Methods

    Posted 06-06-2019 08:23
    Karen - 

    I have not personally used any of the "sci-fi" tools you described but I was privy to a usability study from one of my clients that tracked eye movement and the data are AMAZING!  Sure, time on page and number of clicks are good indicators of navigation efficacy but man, the eye movement data provided laser-accurate support for things like ad placement.  It even helped with palette selection and other design elements.  I look forward to being able to use data like these again!

    ------------------------------
    Ernie Harris
    Founder
    Interesting Blazer
    St Petersburg FL
    727-306-1880
    ------------------------------

    Original Message


  • 3.  RE: PDMA Body of Knowledge and Emerging Market Research Methods

    Posted 06-07-2019 14:35
    What I find interesting beyond the availability of technologies to enhance the quantity, quality, and speed of market research is how the market research industry is 'disrupted' by these new technologies.  The opportunity is that research companies can offer new services and depth of findings and the threat is that there is definitively also a displacement happening.

    I would like to offer just one observation of a trend that is taking place, the self serve model of market research which, of course, is very much akin to what is going on in other industries.  You don't have to look further than good old SurveyMonkey.  If you have not checked out their website lately you will be surprised about the breadth of the portfolio of tools they have available today.  Another example is Typeform which is relatively new and similar to an early version of SurveyMonkey.  Last example is AYTM or 'Ask Your Target Market' by Umongous Inc. which is a very powerful market research platform.  AYTM puts tools directly in the hands of marketers which have up to this point only been available by contracting with large established research companies.

    I am interested to hear what other trends people see.

    Andreas

    ------------------------------
    Andreas Maihoefer
    ------------------------------

    Original Message