We are in the start line of 2018. Today more than ever, market face challenges. Such as the construction of new strategies to reach increasingly demanding publics, who use technology for day and day. Decisions made by Consumption, which is increasingly diversified but, above all, that is hungry for new acquisitive experiences.

Therefore, as the old saying goes. “It is better to prevent than later regret” or as the famous British economist John Maynard Keynes argued: “a successful investment is anticipating the anticipations of others”. The best way to achieve this is by knowing the new market research trends that 2018 offers us.

  • Artificial Intelligence in market research

Whenever AI is talked about, it is thought about machines subjecting the human race. But the truth is that it is a technology that is allowing large companies such as Google and Facebook to get to know their consumers better – we are practically all of them. Is that AI allows you to analyze texts, design surveys and develop projects with the help of accurate data, in addition to learning in real time about the behavior of your users from the use of their devices. Unfortunately hiring or designing an Artificial Intelligence system can be quite expensive for small and medium businesses.

 

 

  • Data scientists

Market research is being transformed. Thanks to the influence and amount of data available on the market. The science of data analysis is optimizing the way to anticipate the taste of consumers. Tools such as applications, data visualization platforms and machine learning allow companies to find patterns of data for researchers. They use their knowledge in order to cross the information and find the best strategy for companies.

 

 

  • Mobile Research

There are approximately 7.5 billion inhabitants in the world. Of which – by 2016 – 2.6 billion had a smartphone, or 34% of the world’s population, it is indisputable that mobile technology is transforming the world. The use of smartphones will be used to gather more specific information about consumers. Applications, for example, can access user data such as gender, age, location and shopping habits, almost automatically. With them are unprecedented penetration levels for brands.

 

 

  • Growth Hacking

Will be one of the marketing techniques with the greatest strength. Currently, subject of study in the training of new digital marketing professionals. Its methodology is a hybrid between digital marketing and web development. Based on the generation of leads in a creative, analytical, differentiating and, if possible, free way. This is one of the marketing trends that has made the growth hacker figure is beginning to be one of the most demanded professions.

 

Non-intrusive strategies

Users are saturated with information and advertising both online and offline, the invasion of banners, videos in preroll and elements that interrupt us throughout the navigation on the Internet have had a clear response from users, the installation of Ad Blockers that block advertising campaigns. This has led to two trends. The generation of pull or Inbound Marketing strategies with which to capture potential users and future customers, and the great commitment to non-intrusive advertising.

The generation of content that offers value to users for free on the Internet will be increasingly present, being key to attracting leads. 

As a complement to Inbound Marketing, branded content, native advertising and the use of micro influencers will be the preferred formats for the creation of advertising campaigns.