Standing in their shoes: How people-centred research can revitalise the research industry

Abstract

The market research industry faces the challenge of staying true to the robustness and traditions of its first principles, while struggling to remain relevant to the current and future generations it needs to take part. Despite all the technological innovations, representation in market research is proving a challenge across the globe, and clients and agencies alike are increasingly raising concerns over data quality. This article offers potential solutions under the umbrella of ‘people-centred research’, the premise being that instead of expecting people to take part on the industry’s increasingly outdated terms, researchers need to build studies, use tools and design questions which fit with people, their lifestyles, needs and behaviour. Researchers need to stand in the shoes of their participants. While some of the approaches might seem controversial to research industry purists, the article presents the results of A/B experiments that suggest there is significant value to be gained from embracing new ways of communicating and conducting market research.