Market research in 2021 will be shaped by trends like AI, chatbots, agile methods, online qualitative research, social listening, and data privacy focus.

Combining qualitative and quantitative market research methods provides the most meaningful insights to inform business decisions.

The Big Five personality traits (CANOE) can inform customer segmentation and persona development, but should be used cautiously along with other factors.

Market research surveys should provide inclusive, non-binary gender identity options to improve respondent experience and data quality.

When hiring a consultant, evaluate their credentials, goal tracking, fees, alignment with your needs, and transparency to establish a productive relationship.

Consultants can overcome client distrust by leveraging their outsider perspective, communicating clearly, focusing on core issues, and providing extra value.

Virtual events can be effective if objectives are clear, the right format is used, and creative content delivery methods are employed to engage audiences.

While some cognitive biases can lead to blind spots, many serve important positive functions in enabling effective decision making, motivation, and human interaction in a business context.

Market research success requires the right combination of analytical and intuitive thinking, business focus, storytelling skills, data synthesis, independence, collaboration and a forward-looking approach.

From user-experience surveys on websites to polls to political polls to health questionnaires at the doctor's office, surveys are some of the most common research tools

With the EU-US Privacy Shield invalidated, companies should proactively partner with privacy groups, build user trust, and self-regulate data practices to balance business needs with privacy.

Connected consumers expect personalized, transparent digital experiences from brands they engage with, enabled by sharing data in exchange for value.