Bìznes Inform (Jul 2020)
The Current Trends in Marketing Research
Abstract
The article is concerned with a qualitative evaluation of marketing research both in Ukraine and the world in general, as well as the allocation of modern trends of marketing research. The trends of market development of marketing researches are analyzed in two dimensions: international and national. A conclusion is drawn about a significant growth in the international market over the past few years, as well as an increase in the share of the large transnational companies. The structure of revenues of companies in terms of the basing regions is researched. The domestic market of marketing research shows slightly different trends, and significant factors that influence its development are the economic and political situation. The author systematizes and presents information about the largest companies that conduct marketing research in the Ukrainian market. In the article are also systematized the underlying trends that will be observed over the next few years, in particular the development of voice technologies and video analysis technologies; growth of artificial intelligence and its presence in marketing research; improvement of surveys through different channels of information collection; increase of quantitative research among companies. Internationalization of the Ukrainian economy as a whole led to the fact that the largest players in the market have become representatives of international research networks. Overall, the analysis of the international market of marketing research has shown that there is currently a tendency to increase volumes and popularize marketing research, as evidenced by the income data of marketing companies. North America and Europe occupy the largest share among the regions of the world. In relation to the domestic market of marketing research, the analysis showed the negative dynamics of change under the influence of economic and political processes. Among the trends to persist in the next few years are deepening the automation, increasing the standardization and intensive development of artificial intelligence. The key success factors for these systems are easy usage, speed and cost. However, a key element of their success is the ability to use existing brands and reputations.
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