Introduction

Market research has had its bacon saved by embracing new technologies

As the pace of change continues to accelerate, market research has been saved by embracing new technologies and developing methodologies in line with the digital revolution. These new technologies and subsequent methodological shifts, brought about by various aspects, including automation, artificial intelligence and big data, has resulted in both agencies and clients harnessing, or at least attempting to harness them in our operating environments. At a granular level, these technological developments have benefited us immensely, albeit with several well publicised obstacles that we continuously face and navigate, ranging from integrating existing in-house data into our research reports, the need for speed in conducting research at the moment of truth and peoples' unwillingness to participate in research, to the demand for better visualisation and reporting. Subsequently, attempts have been made to overcome these challenges, with limited focus on other potentially more pressing concerns.