Reflecting on the past decade, the field of market research has seen transformative shifts. This retrospective examines the anticipated trends from 10 years ago, evaluating which ones have come to fruition and their impacts.

The Mobile-First Approach

Then: A decade ago, experts predicted a shift towards mobile-first surveys, believing they would become paramount due to the ubiquity of smartphones.

Now: This prediction has indeed come true. Mobile surveys are now favored for their higher completion rates and the unique reach they provide, especially among younger generations​​.

Embracing Diversity in Representative Samples

Then: The call for more diverse representative samples was clear, aiming to mirror the true diversity of target markets beyond basic demographic factors.

Now: Diversity in market research has become crucial. The industry now emphasizes inclusive sampling to ensure broad and authentic insights, recognizing the varied facets of consumer identity​​.

The Rise of Video in Qualitative Research

Then: Video's potential as a tool for qualitative research was recognized for its ability to offer deeper insights than traditional text-based methods.

Now: Video has established itself as a cornerstone of qualitative research, enabling a richer understanding of consumer behavior through the analysis of non-verbal cues​​.

Bringing Market Research In-House

Then: There was a significant move towards bringing market research in-house, driven by desires for control, speed, and cost efficiency.

Now: The in-house trend has accelerated, with companies leveraging DIY tools and platforms to conduct their own research, leading to greater immediacy and cost savings​​.

The Wellness Market Explosion

Then: The wellness market was expected to grow, driven by increasing consumer focus on health, natural products, and personalized experiences.

Now: This sector has indeed exploded, with a marked rise in consumer demand for wellness products and services, particularly those that are natural, clean, and personalized​​.

The past decade has confirmed many of the anticipated trends in market research, from the embrace of mobile and video to the prioritization of diversity and in-house capabilities. The wellness market's growth has been a standout, reflecting broader consumer shifts towards health and well-being. As we look forward, it's evident that these trends will continue to influence the direction of market research, shaped by ongoing technological advancements and evolving consumer values.