Digital illustration representing the intersection of technology and market research.

Market Research Revolution: Are We Really There Yet?

Rhea Morgan in Business & Economy August 2025 • 4 min read.

"Explore how technology is reshaping market research and whether these advancements truly benefit participants, researchers, and clients."

The field of market research is undergoing a seismic shift, driven by rapid technological advancements. From online surveys to mobile data collection and AI-powered analytics, the tools available to researchers are evolving at an unprecedented pace. But are these changes truly making market research better?

This question was at the heart of the Association of Survey Computing (ASC) seventh international conference, where experts gathered to discuss the theme: "Are we there yet? Where technological innovation is leading research." The conference highlighted a wide spectrum of topics, reflecting the pervasive influence of technology on all aspects of research.

The discussions revealed a complex picture. While technology offers immense potential, it also presents significant challenges. Are researchers fully embracing these new tools? Are they adapting their methodologies to suit changing consumer behaviors? And are these innovations ultimately delivering better insights for clients?

The Promise and Perils of Technological Advancement

Digital illustration representing the intersection of technology and market research.

One of the key debates revolves around whether technology is truly enhancing the research experience for all stakeholders. While technology has undeniably made research cheaper and faster, questions remain about its impact on data quality and participant engagement.

Peter Mouncey, in his editorial, highlights the concern that the rise of access panels and online surveys has led to a more formulaic research process, where participants are reduced to interacting with a computer screen, removed from real-world contexts. This can lead to a less engaging experience for participants, and potentially, less reliable data for researchers.

Declining Personalization: The shift towards phone and internet-based data collection has progressively depersonalized the quantitative research experience.
Survey Fatigue: Participants are increasingly viewed as sources of regular income or rewards, leading to survey fatigue and potentially impacting the quality of their responses.
Lack of Innovation: Clients often expect rock-bottom prices, which can stifle investment in research and development, hindering innovation.
Device Compatibility Issues: Online surveys are often not optimized for mobile devices, leading to high abandonment rates.

However, it's not all bad news. Mobile technologies have facilitated the rise of "in the moment" research, allowing participants to respond at the time they are making decisions or experiencing events. This, combined with passive data collection (location, browsing history), can provide richer, more contextual insights.

Moving Forward: Bridging the Gap

The future of market research lies in bridging the gap between technological capabilities and human-centered design. This requires a collaborative effort between researchers and technologists, ensuring that new tools are not only efficient but also engaging, ethical, and effective in capturing genuine consumer insights. As the industry evolves, it's crucial to prioritize data quality, participant experience, and actionable insights to ensure that market research remains a valuable tool for businesses and organizations.

About this Article -

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Everything You Need To Know

How have online surveys and access panels impacted the personalization of the research experience?

The rise of online surveys and access panels has progressively depersonalized the quantitative research experience. Participants are often reduced to interacting with a computer screen, removed from real-world contexts, leading to a less engaging experience. This shift contrasts with traditional methods where direct interaction could provide richer, more nuanced data. While technology offers efficiency, it risks sacrificing the depth of understanding gained through personalized engagement.

What are the potential downsides of participants increasingly viewing surveys as a source of income or rewards?

When participants view surveys primarily as a source of income or rewards, it can lead to survey fatigue and compromise the quality of their responses. This perspective may reduce their motivation to provide thoughtful and accurate answers, potentially skewing the data collected. Researchers need to address this by carefully designing surveys that remain engaging and avoiding over-reliance on incentivized participation, to ensure genuine insights.

How does the pressure for rock-bottom prices from clients affect innovation and research and development in the market research industry?

Clients expecting extremely low prices can stifle investment in research and development, hindering innovation within the market research industry. When budgets are severely constrained, companies may be forced to prioritize cost-cutting over exploring new methodologies or technologies. This can lead to reliance on outdated methods and limit the industry's ability to adapt to changing consumer behaviors and technological advancements. Clients should recognize that investing in quality research often requires adequate funding for innovation.

In what ways have mobile technologies improved market research, and what are the limitations?

Mobile technologies have enabled the rise of "in the moment" research, allowing participants to respond while making decisions or experiencing events. This, combined with passive data collection like location and browsing history, can provide richer, more contextual insights. However, online surveys are often not optimized for mobile devices, leading to high abandonment rates. This highlights the importance of ensuring compatibility and optimizing the user experience for mobile platforms to fully leverage the potential of mobile research.

What strategies can market researchers employ to bridge the gap between technological capabilities and human-centered design in order to enhance data quality and participant engagement?

Bridging the gap between technological capabilities and human-centered design requires a collaborative effort between researchers and technologists. Market researchers should prioritize data quality, participant experience, and actionable insights by developing engaging, ethical, and effective tools that capture genuine consumer insights. This includes optimizing surveys for mobile devices, ensuring data privacy, offering fair compensation, and providing clear explanations of the research's purpose and impact. Combining technological efficiency with a focus on human factors can enhance both the quality of data and the overall research experience.