{"id":8226,"date":"2023-08-09T08:18:45","date_gmt":"2023-08-09T06:18:45","guid":{"rendered":"https:\/\/www.wearehuman8.com\/?post_type=cpt-inspiration&#038;p=8226"},"modified":"2023-08-09T08:18:46","modified_gmt":"2023-08-09T06:18:46","slug":"4-trends-in-research-design","status":"publish","type":"cpt-inspiration","link":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/","title":{"rendered":"Designing tomorrow&#8217;s insights: 4 trends in research design"},"content":{"rendered":"<section class=\"b-block position-relative \" style=\"--bg-block: var(--human8-dark-teal); --text-color: var(--human8-white)\">\n    <style>\n        \/* Add css vars for header theme based on hero background *\/\n        .c-header {\n            --header-bg: var(--human8-dark-teal);\n            --header-text: var(--human8-white);\n            --header-logo: human8-bright-green;\n        }\n\n        .c-header__button {\n         --bs-btn-bg: var(--human8-bright-green);\n            --bs-btn-hover-bg: var(--human8-bright-green);\n            --bs-btn-color: var(--human8-dark-teal);\n            --bs-btn-hover-color: var(--human8-dark-teal);\n            --bs-btn-svg-color: var(--human8-dark-teal);\n                }\n\n         ?>\n    <\/style>\n\n    \n   <div class=\"b-hero b-hero--human8-dark-teal b-hero--layout-center mb-3 mb-lg-7\">\n       <div class=\"container \">\n           <div class=\"row text-center justify-content-center\">\n               <div class=\"col-12 col-lg-10 col-xxl-8\">\n                                          <p class=\"c-subtitle mb-4\">Blog<\/p>\n                   \n                                                                 <h1 class=\"mb-4 mb-lg-5\">\n                           Designing tomorrow&#8217;s insights: 4 trends in research design                       <\/h1>\n                   \n                                          <div class=\"row justify-content-center\">\n                           <div class=\"col-xl-10\">\n                               <div class=\"lead\"><p><strong>Our<\/strong> <strong>Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.<\/strong><\/p>\n<\/div>\n                           <\/div>\n                       <\/div>\n                   \n                                  <\/div>\n\n               <div class=\"mt-5 mt-lg-6 col-xl-11 col-xxl-10 \">\n                                          <div class=\"b-hero__image d-none d-md-block\">\n                                                          <img loading=\"lazy\" decoding=\"async\" width=\"1410\" height=\"793\" src=\"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Landscape-1410x793.jpg\" class=\"img-fluid\" alt=\"Woman writing\" \/>                                                  <\/div>\n                   \n                                  <\/div>\n           <\/div>\n       <\/div>\n\n                  <div class=\"b-hero__image d-block d-md-none\">\n                                  <img loading=\"lazy\" decoding=\"async\" width=\"1410\" height=\"793\" src=\"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Landscape-1410x793.jpg\" class=\"img-fluid\" alt=\"Woman writing\" \/>                          <\/div>\n          <\/div>\n<\/section>\n\n    <section class=\"b-block b-hero__blog\">\n        <div class=\"container mt-6 mt-lg-7 mt-xl-9\">\n            <div class=\"row justify-content-center\">\n                <div class=\"col-12 col-lg-11 col-xl-10 col-xxl-8\">\n                    <div class=\"d-flex flex-column flex-sm-row align-items-sm-center justify-content-between\">\n                        <div class=\"b-hero__blog-left d-flex flex-row\">\n                                                            <div class=\"d-flex flex-row align-items-center\">\n                                                                        <div class=\"d-flex flex-column\">\n                                                                                    <h2 class=\"h6 b-hero__blog-author__name\">\n                                                <strong class=\"d-block mb-0\">Annelies Verhaeghe<\/strong>\n                                            <\/h2>\n                                                                                <p class=\"b-hero__blog-info mb-0\">09 August 2023<\/p>\n                                    <\/div>\n                                <\/div>\n                                                    <\/div>\n                        <div class=\"b-hero__blog-right mt-2 mt-sm-0\">\n                            <p class=\"b-hero__blog-info mb-0 d-block\">2 min read<\/p>\n                        <\/div>\n                    <\/div>\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/section>\n\n\n<section class=\"b-block b-editor text-left  \" style=\"--bg-block: var(--human8-white); --text-color: var(--human8-dark-teal)\">\n    <div class=\"container \">\n        <div class=\"row justify-content-center\">\n            <div class=\"col-12 col-lg-11 col-xl-10 col-xxl-8\">\n                \n                                                    <div class=\"lead\">\n                        <p>&nbsp;<\/p>\n<p>Marketing research used to have a single focus on rational thinking by capturing people\u2019s thoughts and beliefs. But this is not enough. Understanding human behaviour is complex, and it\u2019s rather by mixing different perspectives that we can get a 360\u00b0 view and understanding. In this blog, I\u2019ll share four trends to revamp your research design and engineer research activities for impact.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>#1 Closer to the moment of truth<\/strong><\/h4>\n<p>In-context activities will allow us to gain insights to improve in-market performance. At Human8, for example, we are looking at technologies like geofencing, NFC or even sound capturing to drive in-the-moment research. Integration of activities with other data ecosystems like CRM databases or social media data will become the new norm. This will move research to the here and now.<\/p>\n<p>&nbsp;<\/p>\n<h4>\u00a0<strong>#2 Always-on and in-sync<\/strong><\/h4>\n<p>In this VUCA world (i.e. Volatile, Uncertain, Complex and Ambiguous), brands need to remain \u2018<em>in sync<\/em>\u2019 with the changing consumer reality. Having a group of consumers help companies to be their eyes and ears will be crucial. This will drive the need for activities which lower barriers for people to self-report, either by adapting research activities to run on natural channels like WeChat or Instagram, or by <a href=\"https:\/\/www.wearehuman8.com\/blog\/igniting-the-spark-in-research-communities\/\" target=\"_blank\" rel=\"noopener\">creative crowdsourcing<\/a> activities\u00a0that facilitate consumer-insight spotting.<\/p>\n<p>&nbsp;<\/p>\n<h4>\u00a0<strong>#3 Need for speed<\/strong><\/h4>\n<p>The speed of activity execution has become a hygiene factor. Although the numeric nature of quantitative research allows for automation, I think the big transformation will happen in qualitative research, where we will aim for deep yet scalable insight generation. Generative AI will drive this evolution by <a href=\"https:\/\/www.wearehuman8.com\/blog\/ai-supercharges-research\/\" target=\"_blank\" rel=\"noopener\">supercharging data and insights<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h4>\u00a0<strong>#4 Consumer Connect initiatives<\/strong><\/h4>\n<p>Finally, it takes two to tango, especially when wanting to become truly human-centric. I believe we should develop a new type of activity that stimulates internal stakeholders in digesting, experiencing and acting upon insights \u2013 bringing consumers and internal stakeholders together. Today, we are already conducting video call sessions aimed at evoking consumer empathy \u2013 our <a href=\"https:\/\/www.wearehuman8.com\/blog\/consumer-connects-post\/\" target=\"_blank\" rel=\"noopener\">Consumer Connect programme<\/a>. But moving forward, I\u2019m convinced we should engage internal stakeholders in activities with augmented or virtual reality to truly bring consumer stories to life.<\/p>\n<p>&nbsp;<\/p>\n<p><em>\u201cInsights should be one of the most critical business functions, we must re-invent it\u201d<\/em>, dixit\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Indra_Nooyi\" target=\"_blank\" rel=\"noopener\">Indra Nooyi, former PepsiCo Chairman and CEO<\/a>. The need to put insights at the heart of all marketing decisions is core in driving company growth. Steered by this need to show a \u2018<em>return on insights<\/em>\u2019, I expect that research activities will be engineered increasingly for impact.<strong><br \/>\n<\/strong><\/p>\n<p>&nbsp;<\/p>\n                    <\/div>\n                \n                            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<section class=\"b-block b-form   pt-5 pt-lg-6 pt-xl-7 pb-5 pb-lg-6 pb-xl-7\" style=\"--bg-block: var(--human8-light-green); --text-color: var(--human8-dark-teal)\">\n    <div class=\"container\">\n        <div class=\"row justify-content-between align-items-center\">\n            <div class=\"col-lg-6 col-xl-5 text-center text-white \">\n                <div class=\"b-form__content\">\n                    \n                                            <h2 class=\"b-form__title h1 mb-5 mb-xl-6 mx-auto text-white\">Ready to do what matters?<\/h2>\n                    \n                                            <div class=\"lead text-white\"><p>Let&#8217;s connect<\/p>\n<\/div>\n                                    <\/div>\n            <\/div>\n\n            <div class=\"col-lg-6 \">\n                <div class=\"b-form__form position-relative z-3 bg-white p-4 p-xl-5\">\n                    <h3 class=\"h4 mb-4 mb-lg-5\"><\/h3>\n\n                    <script charset=\"utf-8\" type=\"text\/javascript\" src=\"https:\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n                    <script>\n                        hbspt.forms.create({\n                            portalId: \"25194337\",\n                            formId: \"00864dfe-4ca3-4192-aa6e-6987ba4c4198\",\n                            css: '',\n                        });\n                    <\/script>\n\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.<\/p>\n","protected":false},"featured_media":8229,"template":"","tax-service":[],"tax-region":[63],"tax-theme":[],"tax-industry":[],"tax-inspiration-type":[14],"class_list":["post-8226","cpt-inspiration","type-cpt-inspiration","status-publish","has-post-thumbnail","hentry","tax-region-global","tax-inspiration-type-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Designing tomorrow&#039;s insights: 4 trends in research design - Human8<\/title>\n<meta name=\"description\" content=\"Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Designing tomorrow&#039;s insights: 4 trends in research design - Human8\" \/>\n<meta property=\"og:description\" content=\"Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/\" \/>\n<meta property=\"og:site_name\" content=\"Human8\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-09T06:18:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/\",\"url\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/\",\"name\":\"Designing tomorrow's insights: 4 trends in research design - Human8\",\"isPartOf\":{\"@id\":\"https:\/\/www.wearehuman8.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg\",\"datePublished\":\"2023-08-09T06:18:45+00:00\",\"dateModified\":\"2023-08-09T06:18:46+00:00\",\"description\":\"Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#primaryimage\",\"url\":\"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg\",\"contentUrl\":\"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg\",\"width\":1080,\"height\":1080,\"caption\":\"Woman writing\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.wearehuman8.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Designing tomorrow&#8217;s insights: 4 trends in research design\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wearehuman8.com\/#website\",\"url\":\"https:\/\/www.wearehuman8.com\/\",\"name\":\"Human8\",\"description\":\"we&#039;re next generation marketing insight consultants, helping brands uncover what matters.\",\"publisher\":{\"@id\":\"https:\/\/www.wearehuman8.com\/#organization\"},\"alternateName\":\"Human8\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wearehuman8.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wearehuman8.com\/#organization\",\"name\":\"Human8\",\"url\":\"https:\/\/www.wearehuman8.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wearehuman8.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wearehuman8.com:443\/content\/uploads\/2023\/03\/175d7e78-6e55-4d0c-9b1c-58651dab1c72.png\",\"contentUrl\":\"https:\/\/www.wearehuman8.com:443\/content\/uploads\/2023\/03\/175d7e78-6e55-4d0c-9b1c-58651dab1c72.png\",\"width\":993,\"height\":530,\"caption\":\"Human8\"},\"image\":{\"@id\":\"https:\/\/www.wearehuman8.com\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Designing tomorrow's insights: 4 trends in research design - Human8","description":"Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/","og_locale":"en_US","og_type":"article","og_title":"Designing tomorrow's insights: 4 trends in research design - Human8","og_description":"Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.","og_url":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/","og_site_name":"Human8","article_modified_time":"2023-08-09T06:18:46+00:00","og_image":[{"width":1080,"height":1080,"url":"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/","url":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/","name":"Designing tomorrow's insights: 4 trends in research design - Human8","isPartOf":{"@id":"https:\/\/www.wearehuman8.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#primaryimage"},"image":{"@id":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#primaryimage"},"thumbnailUrl":"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg","datePublished":"2023-08-09T06:18:45+00:00","dateModified":"2023-08-09T06:18:46+00:00","description":"Our Chief Platform Officer, Annelies Verhaeghe, shares her take on how you can engineer research activities for impact.","breadcrumb":{"@id":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#primaryimage","url":"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg","contentUrl":"https:\/\/www.wearehuman8.com\/content\/uploads\/2023\/08\/blog_FourTrendsInResearchDesign_Square.jpg","width":1080,"height":1080,"caption":"Woman writing"},{"@type":"BreadcrumbList","@id":"https:\/\/www.wearehuman8.com\/blog\/4-trends-in-research-design\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.wearehuman8.com\/"},{"@type":"ListItem","position":2,"name":"Designing tomorrow&#8217;s insights: 4 trends in research design"}]},{"@type":"WebSite","@id":"https:\/\/www.wearehuman8.com\/#website","url":"https:\/\/www.wearehuman8.com\/","name":"Human8","description":"we&#039;re next generation marketing insight consultants, helping brands uncover what matters.","publisher":{"@id":"https:\/\/www.wearehuman8.com\/#organization"},"alternateName":"Human8","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wearehuman8.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wearehuman8.com\/#organization","name":"Human8","url":"https:\/\/www.wearehuman8.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wearehuman8.com\/#\/schema\/logo\/image\/","url":"https:\/\/www.wearehuman8.com:443\/content\/uploads\/2023\/03\/175d7e78-6e55-4d0c-9b1c-58651dab1c72.png","contentUrl":"https:\/\/www.wearehuman8.com:443\/content\/uploads\/2023\/03\/175d7e78-6e55-4d0c-9b1c-58651dab1c72.png","width":993,"height":530,"caption":"Human8"},"image":{"@id":"https:\/\/www.wearehuman8.com\/#\/schema\/logo\/image\/"}}]}},"lang":"en","translations":{"en":8226},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/cpt-inspiration\/8226","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/cpt-inspiration"}],"about":[{"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/types\/cpt-inspiration"}],"version-history":[{"count":5,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/cpt-inspiration\/8226\/revisions"}],"predecessor-version":[{"id":8352,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/cpt-inspiration\/8226\/revisions\/8352"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/media\/8229"}],"wp:attachment":[{"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/media?parent=8226"}],"wp:term":[{"taxonomy":"tax-service","embeddable":true,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/tax-service?post=8226"},{"taxonomy":"tax-region","embeddable":true,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/tax-region?post=8226"},{"taxonomy":"tax-theme","embeddable":true,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/tax-theme?post=8226"},{"taxonomy":"tax-industry","embeddable":true,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/tax-industry?post=8226"},{"taxonomy":"tax-inspiration-type","embeddable":true,"href":"https:\/\/www.wearehuman8.com\/wp-json\/wp\/v2\/tax-inspiration-type?post=8226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}