For many, ‘customer research’ recalls being interrupted by telephone surveyors during dinner time, or focus groups observed from behind two-way mirrors. Yet such analogue methods of data collection no longer characterise the research industry.
Using in-house survey data and analysis from PwC, this infographic from SmartSurvey charts the UK’s research market. One of its projections is that customer experience will be the key brand differentiator by 2020. We’re not convinced it will take that long: the customer experience is already crucial today.
Other insights include:
- The data analytics industry has grown an impressive 350% since 2012.
- A majority 86% of consumers are willing to pay for a better customer experience.
- Data collection is going mobile, with a growing trends in surveys completed via tablet or smartphone.