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Is market research evolving fast enough for brands?
It’s more than just getting to know your customers, it’s about getting them involved at every touchpoint of their journeys
More brands are recognising that facets of business, from product development to marketing, are no longer the one-way street that they used to be. Think viral user-generated content — getting consumers involved has become more crucial than ever.
However, this is easier said than done. Consumer research has long been costly and tedious, making it difficult for brands to get a firm grasp on ever-changing consumer sentiments, even before being able to form meaningful relationships with them.
This is exactly what we’re set to change with the launch of its newly revamped end-to-end research platform, Canvas. Designed to simplify research and enable brands to deep dive into consumer patterns and discover insights with greater agility, Canvas boasts an exciting industry-first visual editor and a comprehensive suite of community management and data analysis tools for brands to engage with their customers, anywhere in the world.
Market research needs to evolve to support community building
Many brands are now faced with the challenge of building meaningful relationships with customers, as the latter grows to be more discerning of what brands have to offer them. An emerging group of paying customers may just be accelerating this shift: the Gen Zs, who are known to be especially particular about brand values.
Community building is crucial for brands to amass brand-loyal customers, who become evangelisers through word-of-mouth, and every marketers’ dream comes true: organic, user-generated social media content. With the potential to reach thousands and even millions of eyeballs, user-generated content comes with a level of authenticity and trust factor that no brand-created ad can attain. Consumers are now powerful voices that brands are vying to work with.
Creating more feedback loops across consumer touchpoints
To bridge the gap between brands and consumers, the new Canvas will empower brands to build their own communities through direct access to customer opinions. They can send surveys to their CRM databases, from as early as product development stages to understand market demand, or in later stages of ad testing to ensure campaign effectiveness with real customer feedback.
As customer journeys become increasingly complex with more digital channels and devices, brands can also launch Voice of the Customer (VoC) studies, which provide valuable data to better understand customer experiences across multiple touchpoints. It’s a win-win situation where customers feel heard, and brands get to understand exactly what customers need.
Lowering barriers to market research
Milieu’s tech-driven, user-centric solutions aim to make market research more accessible to brands. In this latest iteration of Canvas, the industry-first visual editor is a revolutionary step towards simplifying survey design for all research novices and experts alike. Beyond its powerful survey design features, Canvas also fosters collaboration by enabling clients to work seamlessly with their teams and Milieu Insight's research experts on survey projects. Moreover, the extensive range of analytic tools provide in-depth insights for any job function that requires customer understanding, without the need for one to be a data expert.
