A brand is not only about calculating stats and stakes. Though they form the crux of a biz, catering and touching sentiments is what the brand narrates to make that connect stronger with its audience.
To cater that, some serious research and planning are required. And that too in this digital space, the insights are stronger and narrowed. Through them, a brand can grab the nerve to create that repeat loyalty-driven bond.
Visibility nowadays is just can be compared with a blink – and that blink can be of anything, from an eye to a dollar. The shift in consumer behavior is adding a hefty challenge towards that r&d. Thus, these research and planning agencies are hired to brain on the upcoming challenges.
Just like a unique selling point, a brand that outperforms or will (in 2022), will carry its unique research point too. And that’s how the story of beyond will start.
THE AI IMPACT
AI has disrupted channels within industries. It has also influenced how research and planning are carried out. It is now cheaper and faster to teach machines and have them do all the job for you thanks to the intelligent algorithm. It's a flexible tool that allows brands to reimagine how they integrate data, analyse it, and use those findings to make better decisions. Businesses can design customized products for their intended audience faster with data-driven research and development, which can help brands establish a strong market position.
CHANGE IN RESEARCH PLANNING LOOP FOLLOWING AR
There is a constant influx of data and now the customer-brand interactions become more and more transparent. Research alone is not enough. To plan effectively the brand needs not only to be in a perpetual research-planning-feedback loop but also need to learn to distinguish between the relevant data that would play a significant role in the customer behavior pattern. In this case, how the customer customizes their personal space and expresses themselves in the market is more relevant than even the demographic. As with the rise of augmented reality. The opportunities to focus and research the individual have become both simple and essential.
NEW GROUND ZERO
Online presence is one of the extensions to customer presence and the sure-fire way for the business to fail is to treat their customer base as a statistic. So as the internet becomes more and more intelligent. The brand’s research must be more focused on reaching their customer base past the intelligent internet wall.
So now with the digital age expanding into the cyber age. The addition of the market ground zero in the research and planning loop is paramount.
Research services are concerned with not only the monitoring of customer interaction with the brand but also the customer presence within the market. As more often than not, how the customer would interact with the brand is determined by external factors. All the brand does is nudge the customer over the finish line. And having a good understanding of the influencing factors ensures that the brand’s efforts are in the right direction.
