Gartner Research

Hype Cycle for Consumer Market Research, 2015

Published: 04 August 2015

ID: G00276505

Analyst(s): Nick Ingelbrecht


Consumer market research is facing challenges and opportunities from changes in consumer behavior, multichannel interactions and new technologies. Market research leaders should seize new opportunities in methods, tools and strategies to build brand value and improve customer experiences.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Personal Analytics
    • Customer Journey Analytics
    • Uplift Modeling
    • Microsegmentation
    • Mobile Geofencing in Consumer Research
  • At the Peak
    • Emotion Detection/Recognition
    • Big Data Analytics for Customer Intelligence
    • Voice of the Customer
    • Collaborative Authoring Tools
    • Machine Learning
  • Sliding Into the Trough
    • Consumer Prediction Markets
    • Knowledge Process Insourcing/Outsourcing
    • Multivariate and A/B Testing
    • Neurometric Research
    • Content Analytics
    • Multimedia Audience Measurement
    • Behavioral Economics
    • Gamification in Consumer Research
    • Data Mining for Consumer Research
    • DIY Research
    • Sentiment Analysis
    • Text Analytics
    • Video Analytics
    • Website Experience Analytics
  • Climbing the Slope
    • Video Self-Reporting
    • Predictive Consumer Data Analytics
    • Virtual Focus Groups
    • Social Media Analytics
    • Digital Ethnography
    • Online Communities
    • Smartphones in Research
    • E-Collage
    • Digital Journals
    • Virtual Store Research
  • Entering the Plateau
    • Pop-Up Surveys
    • Narrative and Semiotic Analysis Tools
    • Consumer Needs-Based Segmentation
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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