The thought of being disrupted, of having to change a comfortable pattern of behavior, can lead to feelings of excitement and anticipation yet may also cause discomfort and concern. In recent years, our ways have already been disrupted to the point where we have comfortable new behaviors: using on-demand services for transportation (Uber, Lyft), entertainment (Netflix, Hulu), and grocery shopping (Instacart, Amazon Prime).
These companies show us the best part about disruption – when you change people’s behavior, you meet needs and provide benefits people don’t even realize are possible.
Areas of Disruption
At InsightsNow we are very passionate about behavioral research, thinking to the future to create opportunities to disrupt. We’ve shown this passion of ours in each of three primary areas of disruption: technology, globalization and demographics.
- We started with demographic disruption by creating a behavioral segmentation to identify a community of forward-thinking consumer advocates for clean living. (For this work, our CEO Dave Lundahl won the NGMR award, 2017 Change Agent of the Year.)
- Next, we layered on global disruption by understanding these consumers elsewhere in the world. We changed the way we learn from them about clean label using an implicit/explicit approach to establish behavioral KPIs.
- Recently, we put our knowledge and insights together utilizing technology via the InsightsNow Behavioral App Store. This platform provides on-demand access to consumer intelligence and baseline behavioral KPIs through on-line ordering of market research.
On-demand access to research is an important strategy to support business success. It provides for faster and more cost-effective insights so you better understand changes in product choices and translate information into clear and focused insights. These new tools and services are reshaping how we do market research. Professionals using these tools, based upon behavioral KPIs, will capture metrics and understand behavioral impact which drive disruption.
Contact us to learn more. We’d love to work with you, if we’re not already, to improve your research effectiveness and market success using on-demand market research.
Sarah Kirkmeyer, PhD
Senior Director, Client Partnerships