FEATURE19 November 2014

Back in the day

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From innovations such as QR code surveys and gamification to Skype calls reducing the need for international travel, much in the research landscape has changed over the past 10 years as Chime Insight & Engagement’s Crispin Beale explains.

During a recent discussion about geolocation beacons and omni-channel marketing opportunities, I was struck by the huge changes that have taken place in the industry in recent years, not only in my own work – which is to be expected having moved from client to agency side – but also in the way that brands use research.

In the words of American scientist Carl Sagan, “You have to know the past to understand the present”, so with this in mind I reflected on the elements of change I have seen over the past 10 years, drawing on some of the four Ps of marketing as a guide. 

Product

Research is no longer limited to traditional methodologies such as face-to-face interviews and paper-based surveys. In this age of technological evolution, research takes place across an ever-growing range of smart devices. The pace of technology is increasing and brands expect faster turnaround times, real-time data and the ability to access information across the globe.

Ten years ...