Most Researchers are not mind readers… But we tend to be good listeners.
 
So to mark the beginning of a New Year, here are our big predictions for the the world of Market Research and Communications in 2013.
 
 
Mobile adoption will continue
 
As Kleiner Perkins partner Mary Meeker pointed out in her year-end presentation on the ‘State of the Internet,’ we recently passed a critical technological milestone: global sales of the Apple and Android mobile operating system now exceed those of Windows.
 
This shift — from desktop to mobile — has already made the traditional Monday to Friday, 9 to 5 work-window seem like a strange relic of the past. But as mobile adoption continues to soar, marketers and communicators will face an increasing amount of pressure to not make their websites mobile friendly, but also pay more attention the ways that smartphone and tablet users consume information. Chris Brogan has termed the latter task “app-ifying”; and meeting that challenge should keep us all busy this year!
 
 
Smaller organizations will embrace “Big data”
 
Cutting-edge organizations in Canada and the United States embraced data in a big way in 2012, as we noted in our end of year Round-Up. Going forward, we expect to see, however, more small- and medium-sized businesses ‘hop on the big data train.’
 
Whether it’s by creating their own data-driven culture or hiring third-party specialists, an increasing number of small organizations will start using data collection and analysis, as a way to stay ahead of the competition—and win in the marketplace.
 
 
Researchers and Communicators will warm up to each other — and become BFFs
 
Anyone who works in Communications knows that the walls that once separated public relations, advertising, and social media have come down, in recent years. But too many organizations have kept their “Research partners” at arms length.
 
Instead of welcoming us into the creative laboratory, Researchers are often assigned a specific task–and confined to the periphery of a project.
 
At Thinkwell, we have done, however, some of our best work by establishing close bonds with (government and corporate) communicators; feeding off their talent, energy and ideas; and then, providing wise council and regular feedback.
 
One final point: With “real-time” response (via the web and on social media) more accessible than ever before, keeping Researchers and their work in a separate silo seems like a pretty antiquated approach to campaign development. Some progressive agencies, here in Atlantic Canada and elsewhere, have already reached that conclusion. And we expect more to follow, in the immediate future.
 

24 Jan 2013