STOCKHOLM, Dec. 16, 2013 /PRNewswire/ — As finalising marketing strategies for 2014 is a pressing priority for many brands, using the latest technology to help them determine the most beneficial emerging markets will be of huge advantage, says global provider of market research tools Cint. Whilst analysing ROI of past efforts is a reliable metric, additional insight to help them capitalise in new areas will contribute to a more successful 2014.
Market research has become even more crucial as brands and organisations seek to gain insight in a world where marketing channels are wide and varied, particularly due to the rise of digital. In addition, access to market research software has increased as a result of sophisticated yet cost effective DIY research tools. However, combining this with other advanced technology methods means the results will be more accurate and insightful than ever before.
Brands are starting to see the benefits of technologies such as eye-tracking and facial expression monitoring, as they begin to test concepts and campaigns on their target audiences to obtain 'actual' versus 'perceived' opinion when survey sampling. For example, many advertising campaigns can be tested on a select audience of individuals in advance, to accurately gauge reaction before launching to the wider public.
Bo Mattsson, Cint's CEO, explains: "There is a growing body of evidence, as well as recognition, in support of using technology that can assess a person's reaction to a marketing tactic, such as a TV advert, or even monitor how they make purchasing decisions in a retail environment. Finding out people's actual opinions, buying habits or reasons for buying is important for many brands. However, since people don't always report on exactly what they do but rather what they think they do, gaining insight on sub-conscious reactions and decisions is increasingly becoming an important part of insight gathering. This is reliant on accessing good quality research panels in order to carry out this research on the right target market."
Brands wanting to stay ahead of the curve in 2014 should consider the benefits that advanced technologies can provide. As marketing channels become more plentiful and sophisticated, so too should the process of gaining insight.
Cint's range of DIY research tools include Cint Access, which allows users to obtain opinions from over 10 million people, and Cint Engage, a platform allowing users to set up their own panels in order to interact with existing consumers or clients. For further information on these tools and more, visit www.cint.com.
Contact – Keredy Andrews – Email – +44 1858 411600.