Date published 21 Nov 2024 Last week, our team had the privilege of attending The Research Society's Best of Human Insights Conference in Perth. It was an incredible opportunity to connect with industry leaders and explore the latest trends and innovations in market research. Here are our top five takeaways that will inform our approach as market research practitioners: 1. Cross-Cultural Collaboration Culturally sensitive research design that collaborates with communities drives a deeper understanding of diverse cultural perspectives and is critical to more inclusive and effective marketing strategies. Every part of the research design should be considered, from engaging cultural specialists to thoughtful incentives. 2. Human-Centered Design Human experience needs to be at the core of research to drive meaningful and impactful insights. Successful businesses put the customer at the centre when considering how they use a product or brand. Research can provide valuable insights to ensure decisions align with customer needs and expectations. 3. Balancing the Role of Synthetic and Human Data The rise of synthetic data is an inevitable shift in the industry, similar to how online surveys disrupted traditional telephone and door-to-door methods. However, it is crucial to consider when and how to use synthetic data, ensuring that human context and critical thinking remain central to deriving insights. 4. The Power of Face-to-Face Engagement While online forums and workshops have their place, face-to-face engagement often plays a critical role in building community. This is particularly relevant for ongoing engagement and training, highlighting the irreplaceable value of human interaction. 5. Source Credibility in Marketing The effectiveness of campaigns is significantly influenced by the credibility of their sources. Pre-testing campaigns to ensure they meet credibility metrics—such as expertise, trustworthiness, and goodwill—can greatly enhance their impact on behaviour. We’re excited to continue leveraging these insights to enhance our research methodologies and deliver even more impactful results for our clients. Back To News & Views