Market Research With A Twist
The intersection of Data x Design
Market research began with door to door surveys, then evolved to paper surveys, then to telephone surveys, and finally, online surveys. In the past, each time there was a technological breakthrough, the industry advanced too. Then market research stopped advancing. We are now in the digital age and this industry cannot thrive with the methodologies of the past. Sorry, simply making your platform optimized for mobile is not going to work anymore. This is unfortunately the approach most companies in this space is currently taking.
When it comes to designing market research for the future, user experience and interface will play an extremely critical role. We live in a time where consumers demand immersive experiences and deeper engagements from the businesses and brands they interact with. Market Research is no different! An example I like to use is that a person can use Uber to have a driver they don’t know pick them up and drop them off at a location the driver was unaware of all faster than the time it takes to complete a typical survey. Surveys longer than 3 minutes are no longer effective in a digital age where consumers are constantly on the go with diminishing attention spans.
At Wyzerr, we’re bringing a fresh new outlook to how brands, businesses, and researchers of any size conduct high quality market research and collect feedback data. Our methodology starts with peeling back all the thick layers and tactics that have been put into place over the years to prevent bias. While we have a great respect for these ethics, surveys have such a bad stigma largely in part to researchers manipulating the survey experience to prevent bias instead of taking a design first approach to solving problems as they were presented. We are bringing everything back to the basics of what it means to survey through simplicity and play.
We’ve adopted the principle of playification at the core of what we do. We use playful design to make our surveys look and feel like games. Our surveys are fun because we aren’t trying to be anything but a survey. We bring a new level of attention to detail that offers enough freedom of movement that such attention matters and the coolness never interferes with the functionality of what a survey needs to do. Because of this, we’ve been able to create excitement around one of the most boring activities known in the consumer experience.
Research shows that people typically lose interest after about 8 seconds of staring at a particular screen. With that in mind, we design around logic, patterns, and contrast, which not only keeps the consumers engaged with our platform but also gives them the ability to see and understand how to take action as quick and simple as possible. We’ve created a feeling of fun and familiarity that in turn rewards business leaders with the consumers’ respect. This approach stays true to the very core of the product, which is HONEST DATA FAST. This means you as a business leader can get honest data from your consumers and aren’t relying solely on making inferences from bad data sets and historical data.
Imagine an environment where consumers willingly share feedback on their experience with your products or services. What they share isn’t just based on KPIs that you want to measure as a business leader, but they share because they see how the information is reshaping their experience. They see that their voice has power and you’ve created an open forum of sorts to power that voice. The possibilities that can be unlocked by creating this behavior are vast. At Wyzerr, we are on a mission to usher in a new way of market research built for the digital age.
By: Stedmon Harper, Co-Founder/Creative Director of Wyzerr
