WASHINGTON and NEW YORK and LONDON, March 28, 2016 /PRNewswire/ -- MarketResearch.com asked 23 thought leaders to share their views on how technology is changing market research. These quotes were compiled into a blog post to highlight a variety of diverse viewpoints on this subject.
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Many industry commentators emphasized the role technology is playing in capturing real-time information about consumer behavior. Technology is enabling businesses to access respondents globally and process insights instantaneously. According to Wale Omiyale, SVP of Market Research at Confirmit, "By implementing the right technology, you can begin moving towards a frictionless market research approach that engages respondents and delivers real insight."
Technology is also allowing researchers to move fluidly between business intelligence, quantitative and qualitative. The integration of multiple data sources can help businesses produce insights faster and more comprehensively.
However, not all the market researchers that were quoted in the article expressed such positive views of technology. According to some respondents, technology also has the potential to "muddy the waters," overcomplicate research studies, and create new quality-control issues.
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