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Ad hoc research
Ad hoc research
January 15, 2024

Gain commercial value through increased consumer-led responsiveness

A key trend across our customer base is an increase in requests for fast getting the answer to challenging questions that have an urgent impact on the consumer 

The key is to increase the responsiveness to sudden market changes and consumer needs. Being able to get the consumer into these fast-paced commercial conversations has become crucial to making rapidly valid decisions.

Key Research Themes Across Our Customer Base

  • Understanding possible changes to consumer behaviour due to external factors e.g. inflation, global events, trends, market shifts and competitors.
  • Fast-paced go-to-market executions, from understanding possible demand spaces to testing influencer/ambassador brand fit, creative concepts and campaign assets.

Time to Insights is the Game-Changer

Traditionally, the process of acquiring qualitative insights, especially for urgent requests, was a significant bottleneck. Departments seeking to understand consumer behavior or refine marketing strategies often faced lengthy delays. This was mainly due to the time-consuming nature of research methods by traditional local or global research agencies, which could take weeks to organise, conduct, and analyse key business questions.

However, the advent of new technologies and methods for increasing the pace of gathering qualitative insights has transformed this landscape. Our customers are now able to obtain valuable consumer feedback within a matter of hours or days, not weeks.

The impact of this shift is multifaceted:

  • Enhanced Responsiveness: Organizations can now quickly adapt to market changes, address consumer concerns, and capitalize on emerging trends, thanks to the speedy acquisition of qualitative insights.
  • Increased Efficiency: The reduction in time and resources required for research allows companies to allocate their efforts more effectively, focusing on implementing insights rather than waiting for them.
  • Better Decision-Making: Access to rapid, up-to-date consumer feedback supports more informed and timely decision-making within both marketing and consumer understanding domains.
  • Competitive Advantage: The ability to swiftly react to market dynamics provides a competitive edge, ensuring that a company’s strategies are always aligned with current consumer preferences and behaviors.


In summary, the ability to quickly gather qualitative insights has become a cornerstone for businesses seeking to maintain a dynamic and responsive approach to consumer understanding and marketing. This strategy not only ensures that companies stay relevant and agile in a fast-paced market but also enhances their overall efficiency and decision-making processes.

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