{"id":2368,"date":"2018-11-18T07:08:00","date_gmt":"2018-11-18T07:08:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=2368"},"modified":"2025-06-13T08:35:14","modified_gmt":"2025-06-13T08:35:14","slug":"how-is-market-research-evolving-in-a-digital-ai-led-marketing-world","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/how-is-market-research-evolving-in-a-digital-ai-led-marketing-world\/","title":{"rendered":"How Is Market Research Evolving In A Digital, AI-Led Marketing World?"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p style=\"font-size:18px\">The world today is exceedingly digital, especially with the internet, smartphones, the internet of things and machine learning playing a major role in connecting people and brands alike. Global smartphone penetration is expected to reach 40% by 2020 \u2013 a truly staggering figure in terms of a sheer number of people with smartphones.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">According to\u00a0Smart Insights,\u00a0every 60 seconds we make 3.8 million Google searches, send almost 30 million WhatsApp messages, post 448,800 tweets, upload 65,972 images on Instagram and upload 500 hours of videos on YouTube.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">While these numbers differ based on region and demographic, the influence of the internet and internet-connected devices on people and their importance to market research cannot be ignored. And the best way to understand connected people today is through the technology in their hands.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">Today over 80% of the web traffic is generated on two forms of device, desktop and mobile. The insights industry is not far behind, with 50% of survey emails opened on smartphones and 23% of survey responses coming from smartphones.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">While the opportunity is right in front of us, making the most of it is easier said than done. This is due to the varying and unpredictable nature of human behaviour.<\/p><br><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/how-is-market-research-evolving-in-a-digital-ai-led-marketing-world\/#Technology_holds_the_solution\" title=\"Technology holds the solution\">Technology holds the solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/how-is-market-research-evolving-in-a-digital-ai-led-marketing-world\/#Overcoming_the_barrier_of_human_behaviour\" title=\"Overcoming the barrier of human behaviour\">Overcoming the barrier of human behaviour<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/how-is-market-research-evolving-in-a-digital-ai-led-marketing-world\/#The_key_to_the_future_of_the_insights_industry\" title=\"The key to the future of the insights industry\">The key to the future of the insights industry<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-technology-holds-the-solution\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Technology_holds_the_solution\"><\/span><strong>Technology holds the solution<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">One company that is experimenting and successfully tackling its research challenges through technology is&nbsp;Borderless Access, a digital <a href=\"https:\/\/borderlessaccess.com\/\">market research company<\/a>.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">A few years back, the company, not satisfied with panel management software available in the market, decided to develop its own intelligent community management platform from scratch, employing the best technology for recruitment, engagement and management with advanced predictive analytics in one seamless package, which streamlines its research process and delivers significant cost benefits.<\/p><\/br>\n\n\n\n<p>Borderless Access has since built on its platform and expanded its capability to the <a href=\"https:\/\/borderlessaccess.com\/industries\/healthcare-and-lifescience\">healthcare <\/a><a href=\"https:\/\/borderlessaccess.com\/industries\/healthcare-and-lifescience\" target=\"_blank\" rel=\"noreferrer noopener\">market research<\/a> sector with its advanced, analytics-driven DIY programmatic project management suite.<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-overcoming-the-barrier-of-human-behaviour\"><span class=\"ez-toc-section\" id=\"Overcoming_the_barrier_of_human_behaviour\"><\/span><strong>Overcoming the barrier of human behaviour<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" data-id=\"2375\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/understanding-consumer-behaviour.webp\" alt=\"Understanding Consumer Behavior\" class=\"wp-image-2375\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/understanding-consumer-behaviour.webp 800w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/understanding-consumer-behaviour-300x169.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/understanding-consumer-behaviour-768x432.webp 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\">With the colossal amount of information consumers are exposed to today, it becomes imperative for brands and marketers to understand the various \u2018triggers\u2019 that swing their behaviour, emotions and decision-making patterns. But the big question is how do you amalgamate varying human behaviour with technology for qualitative and quantitative insights that matter to brands?<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">Anshul Agarwal, senior global marketing manager at Borderless Access, says the company has a solution for this as well. Borderless Access has a unique solution called TAPP that makes use of social media, chat apps and behavioural data, combining it with its machine learning algorithms to understand a respondent\u2019s thoughts, ideas, emotions and a lot more. Inputs take the form of videos, images, text, and sound, taking behavioural and emotional research to the next level.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">He further states:&nbsp;<em>\u201cAll this was possible with our millions of engaged respondents and a decade of experience and data. We have built our innovative products and research methodologies based on the evolving digital consumers and the numerous triggers (broadly categorised under where, whom, what, how, why, channel, device and time) for generating actionable insights for marketers to target today\u2019s connected consumer in-situ for brand activation.&#8221;<\/em><\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-key-to-the-future-of-the-insights-industry\"><span class=\"ez-toc-section\" id=\"The_key_to_the_future_of_the_insights_industry\"><\/span><strong>The key to the future of the insights industry<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\">It would be interesting to see how the market research industry copes with the new-age technology such as virtual reality, augmented reality, the internet of things and artificial intelligence, which holds the key to data collection and insights from the ever-evolving digital consumers. New-age market research companies have started experimenting with how to make use of these technologies for gathering insights.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">\u201c<em>And, with this shifting paradigm, we are currently experimenting with machine learning-based adaptive research and AI-based sampling, which has shown some promising results. We are eager usher in a new generation of market research,<\/em>\u201d says Anshul.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">Borderless Access has started taking the first crucial steps in this promising area. As part of its first foray into adaptive research, the company conducted a generic brand tracker study in Mexico. However, a set of two questionnaires was prepared for the study \u2013 a traditional one of 15 minutes and another with a dynamic length of interview, designed with the help of machine learning models.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Machine learning models were employed to figure out the best times to target respondents when their propensity to respond to questionnaires was the highest. The questionnaires were then divided into \u2018nano\u2019 samples and directed at small pockets of respondents.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"551\" data-id=\"2376\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/adaptive-market-research-1024x551.webp\" alt=\"Adaptive Market Research\" class=\"wp-image-2376\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/adaptive-market-research-1024x551.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/adaptive-market-research-300x161.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/adaptive-market-research-768x413.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/adaptive-market-research.webp 1111w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\">The outcome was expected but still managed to surprise the researchers. The average engagement time improved by 25% and the survey turnaround time dropped by 23%, hence it was a more efficient and effective way to engage respondents.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">In case this hasn\u2019t been said enough, machine learning and market research are a match made in heaven and the industry has just started scratching the surface. And those at the forefront of development could be the potential winners.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\">There is a lot happening in the insights industry and future seems to be really exciting.<\/p><\/br>\n\n\n\n<p style=\"font-size:18px\"><em>This article by Borderless Access originally appeared on&nbsp;<a href=\"https:\/\/www.marketingweek.com\/borderless-access-market-research-evolving-ai\/\">Marketing Week<\/a>&nbsp;on November 9, 2018.<\/em><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>The world today is exceedingly digital, especially with the internet, smartphones, the internet of things and machine learning playing a major role in connecting people and brands alike. Global smartphone penetration is expected to reach 40% by 2020 \u2013 a truly staggering figure in terms of a sheer number of people with smartphones. According to\u00a0Smart Insights,\u00a0every 60 seconds we make 3.8 million Google searches, send almost 30 million WhatsApp messages, post 448,800 tweets, upload 65,972 images on Instagram and upload 500 hours of videos on YouTube. While these numbers differ based on region and demographic, the influence of the internet&#8230;<\/p>\n","protected":false},"author":21,"featured_media":2384,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[180,181,175,176,179,178,119,138],"class_list":["post-2368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research","tag-ai-based-sampling","tag-artificial-intelligence","tag-behavioural-market-research","tag-digital-consumer-behaviour","tag-emotional-market-research","tag-machine-learning-market-research","tag-market-research","tag-market-research-industry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Is Market Research Evolving In A Digital, AI-Led Marketing World? - Market Research Insights -Borderless Access Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/how-is-market-research-evolving-in-a-digital-ai-led-marketing-world\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Is Market Research Evolving In A Digital, AI-Led Marketing World?\" \/>\n<meta property=\"og:description\" content=\"Reading Time:  4 minutesThe world today is exceedingly digital, especially with the internet, smartphones, the internet of things and machine learning playing a major role in connecting people and brands alike. Global smartphone penetration is expected to reach 40% by 2020 \u2013 a truly staggering figure in terms of a sheer number of people with smartphones. According to\u00a0Smart Insights,\u00a0every 60 seconds we make 3.8 million Google searches, send almost 30 million WhatsApp messages, post 448,800 tweets, upload 65,972 images on Instagram and upload 500 hours of videos on YouTube. 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