As the world progress towards the digital era, evolution of technology has affected us from the way we communicate to the way we work and do business. The advancement of technology forces market research to change by utilizing and factoring in these new tools in the process. Although these tools can aid in making the process easier, it also gives rise to new drawbacks.

 

Thanks to the internet, social media has extended the platforms for market research to be conducted as well as another area to look into while in the process of conducting. As social media is a platform that yields unfiltered feedback, it can generate insights with higher accuracy.

 

Aside from the traditional methods such as interviews, surveys and focus groups, technology has brought about tons of new software to collect, analyse and process data. This allows researchers to be more productive as it not only requires less work but able to receive feedbacks in a shorter amount of time. Data processing is also simplified and made easier to provide better and detailed analytic.

 

In a world where everyone is constantly on their smartphones with frequent exposure to the internet, researchers would have to acknowledge and adapt to these changes and develop new strategies and ways to reach out to their target market better. Besides that, researchers must be tech-savvy enough in order to utilize these new softwares to their fullest potential. In short, they must be able to filter through the large amount of data provided by these software in order to extract quality and detailed insights.

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