2020
Killing The Focus
Group: The Disruption
Of Market Research
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3
Killing The Focus Group: The Disruption Of Market Research
Table of Contents
What is market research?
The impact of technology on market research across
the product lifecycle
• Development: Early-stage market research is
becoming more efficient
• Launch: Faster and cheaper consumer feedback
• Growth: New ways to crunch data will boost
performance tracking
The future of market research
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Killing The Focus Group: The Disruption Of Market Research
Understanding what people think and how they’ll behave is difficult
— just look at the ongoing challenges faced by election pollsters.
But as shopping activity increasingly moves online, market
research — which refers to the ways a company identifies and
analyzes consumer needs — is being reimagined by tapping into
new datasets of consumer behavior that are vast, high-quality, and
updated in real time.
Adding to this, emerging technologies like artificial intelligence (AI),
chatbots, and virtual reality are disrupting antiquated data collection
processes like in-person focus groups and telephone interviews.
In this report, we look at what market research does, how it’s
changing amid massive technology breakthroughs, and what the
future of the industry holds.
Market research is changing as emerging
tech enables new ways to gather and
analyze consumer data. We dig into the
industry’s transformation and look at what
comes next.
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Killing The Focus Group: The Disruption Of Market Research
Companies look to market research to understand the preferences
and needs of their customers.
These efforts can include identifying a target market for new
products or s