The Shifting Landscape of Market Research Skills

In the ever-evolving landscape of market research, adaptability is the cornerstone of success. The Skills and& Strategies section of this version edition of the GRIT Rreport sheds light into the changing priorities of buyer-side insights decision-makers and influencers in a post-pandemic world. 

The editorial rightly points out that buyer-side professionals are placing greater emphasis on business knowledge and people skills for skill development within their teams. However, it's noteworthy that these priorities have seen a dip since the onset of the pandemic. This trend aligns with the broader industry shift towards specialization, as organizations streamline their operations and, in many cases, outsource responsibilities to external partners. At Logit, we’ve seen both the size and scope of client requests change throughout the past 2-3 years as we’ve moved from a field provider to a true execution firm offering up innovation solutions to a wide array of data execution logistical challenges.   

One skill that has experienced a significant decline among buyer-side professionals is "insights innovation."   It’s not to say that innovation is no longer a priority for buyers, it is however something that is becoming more of a specialization and an outsource opportunity.   Companies who specialize in innovation such as The Logit Group have the advantage of viewing common industry challenges across multiple narratives, providing additional insights into how to provide timely and cost-effective solutions.

Analytical expertise remains a priority for various segments, including full-service research providers and strategic consultancies. While this skill may take a backseat for certain segments, it continues to be a focal point for others.   Real- time data- driven decisions are becoming more paramount especially given the uptick and usage of AI this year.   Firms who have prioritized the ability to further understand and actionize their data will reap the rewards and get a leg up on their competition.

In conclusion, the shifting landscape of market research skills offers critical lessons for companies in the post-pandemic world. To thrive, businesses must adapt to the evolving priorities, fostering business knowledge, and people skills within their teams. They should embrace innovation, recognizing that it may necessitate specialized partners to navigate the changing terrain effectively. Additionally, analytical expertise should remain at the forefront of decision-making, as real-time data-driven insights become increasingly vital.

Survival and prosperity in this transformed landscape require not just understanding these shifts but actively incorporating them into strategies. Companies that harness these insights, cultivate essential skills, and remain agile in their approach will be well-equipped to not only navigate the post-pandemic world but also thrive in it. In an environment where adaptability is paramount, success lies in embracing change and staying ahead of the curve.