Emerging Trends & Key Themes in Market Research by Hypothesis

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EMERGING TRENDS & KEY THEMES
IN MARKET RESEARCH
PRESENTED BY
7 TAKEAWAYS FROM THIS YEAR’S
MARKET RESEARCH EVENT

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2
TMRE, the biggest event for consumer
insights leaders, came and went this year.
Hosted at The Mirage in Las Vegas in early
November, thousands of clients, agencies,
and vendors from across the country came to
discuss emerging tech, analytics, brand
insights, leadership, and consumer disruption.
This year we hosted our own private
workshop presentation titled “Design for
Impact” where our Chief Design Officer and
Creative Director discussed the tenets of
information design and principles behind
designing reports, infographics, and even
experience that bring data to life and make
an impact in an organization.
We also attended a variety of sessions. Here
are the top 7 takeaway and trends we saw
for 2020.

3
Clients worry they’re
dedicating too much
questionnaire space to things
that have already been asked.
To avoid this, they’re looking
for research partners who
already have a foundational
understanding of their
category, so new work can
focus strictly on new
learnings.
1NO STUPID
QUESTIONS
HOW TO ADDRESS IT
One way we avoid duplicative
research at Hypothesis is by
conducting robust discovery
phases at project kickoff (e.g.,
desk research, stakeholder
interviews, research reviews).

4
Brands are facing increasing
research demands against
shrinking budgets. As clients
are tasked with doing more
with less, they need to
piggyback off research that’s
already in progress, compress
timelines, and prioritize key
questions and business issues.
2RUTHLESS
PRIORITIZATION
HOW TO ADDRESS IT
Be transparent.
Communication around
what's driving client
decisions can turn the
client-supplier relationship
into a dynamic partnership
that produces smart,
successful research.

5
The value of design in
research is becoming even
more accepted and
appreciated. Beautiful
deliverables, whether
reports, infographics, or
installations, make a bigger
impact on an organization
than stale PowerPoint
decks.
3EVERYONE
WANTS
DESIGN
HOW TO ADDRESS IT
As the pioneers of design in
market research, we fully
appreciate the value of
intuitive, shareable, impactful
deliverables. Having
designers working closely
with analysts (rather than as
an afterthought) is the key to
making this marriage work.

6
Companies have an
increasing need to merge
consumer insights with
analytics. Big data can inform
problems and issues, but it
can only go so far. There’s still
the need for human stories to
understand “why”.
4BIG DATA
NEEDS TO BE
HUMANIZED
HOW TO ADDRESS IT
Think beyond the focus
group. Client-consumer
cocreations and in-home
ethnographies are especially
great ways to help clients
connect with consumers.
We’ve developed best
practices for both.

7
Addressing uncertainty is
vital to remaining
competitive. Brands are
anticipating disruption in
their own categories as well
as adjacent categories, and
they’re preparing now for
downstream effects in the
years to come.
5EXPECT THE
UNEXPECTED
HOW TO ADDRESS IT
The Jobs to Be Done (JTBD)
framework can help broaden
your competitive set, and
creative ideation sessions –
when executed correctly –
can be used to leverage
research and keep brands
ahead of the curve. We’re
experts at both.

8
Stated behavior is valuable,
but real-world behavior
provides a whole other
context. From what we do on
our phones, to where we go
and what we eat (or
microwave!), companies
continue to find ways to
understand what’s really
happening with consumers—
even when we’re offline.
6SHOW ME,
DON’T TELL ME
HOW TO ADDRESS IT
A strong analytics partner
(like Hypothesis’ BrainTrust
group) can append and
integrate big data sets with
our custom research to
obtain richer insights.

9
DIY tools and AI research
solutions continue to
proliferate, offering
expedited results, more
control of the research
process (e.g., survey
programming, fielding,
data processing) and cost-
efficient qualitative
context.
7KEEP AN EYE
ON AI
HOW TO ADDRESS IT
As methodologies evolve,
continue to challenge
industry standards and be
open to innovation. Keeping
a pulse on what’s new
ensures you have a holistic
view of what works and
what’s possible.

Emerging Trends & Key Themes in Market Research by Hypothesis

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