The Future of MR Reporting (Quirk’s Recap 2 of 3)

Last week, W5 attended the 2nd annual The Quirk’s Event in Brooklyn. The two-day conference offered inspiring sessions, fruitful networking and even a MR Jam Session. While we were unable to attend all the sessions, we wanted to share with you a few of our favorites. Here is the second highlight summary in our series.

Data, Dashboards, PowerPoint and Infographics – The MR Reporting Landscape Today and into the Future not only piqued my interest but led me to think beyond the future of reporting.

Below are my thoughts on some of the predictions for the future of marketing research reporting.

Virtual Reality replicates an environment that simulates a physical presence in places in the real world or an imagined world, allowing the user to interact in that world. Virtual realities artificially create sensory experiences, which can include sight, touch, hearing, and smell. This could be a really interesting way to report on and recreate in-home, in-store or shopper experiences.

Holographics involve the use of a laser, interference, diffraction, light intensity recording and suitable illumination of the recording to enable creation of three-dimensional images. Holographics could be a unique deliverable for product innovation or brand immersions.

Voice Activated Analysis Voice recognition is the process by which spoken words are converted into electrical signals that are read by computer devices. I imagine aggregating consumer responses/themes based on voice recognition would provide vast time savings on transcription and analysis.

While these predictions are refreshing and lead to a number of questions about the future needs of marketing research reporting, I think a more strategic question to ask is “how will reporting evolve with the need for research implementation?” Implementation between suppliers and buyers, for client research teams, marketing, sales, and c-suite teams is in need now more than ever. With an ever-changing market place and digital landscape, research results must be actionable, intriguing, sticky but more importantly, teams must be immersed in the findings to make a true impact on business strategy.

I left Quirk’s wondering, what is the future of marketing research implementation and what trends will shape how we immerse ourselves in research findings? It’s certainly an area to keep a pulse on in ’16 and beyond.

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