Gartner Research

Hype Cycle for Market Research, 2016

Published: 08 July 2016

ID: G00290893

Analyst(s): Nick Ingelbrecht


Traditional market research is facing challenges and opportunities from changes in customer 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 experience.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • Off the Hype Cycle
  • On the Rise
    • Head-Mounted EEG
    • Personal Analytics
    • Graph Analytics
  • At the Peak
    • Agile Market Research
    • Customer Journey Analytics
    • Delphi Method Online
    • Mobile Geofencing in Consumer Research
    • Emotion Detection/Recognition
    • Machine Learning
    • Voice of the Customer
    • Analytics for Customer Intelligence
  • Sliding Into the Trough
    • Microsegmentation
    • A/B and Multivariate Testing
    • Consumer Prediction Markets
    • Multimedia Audience Measurement
    • Behavioral Economics
    • Gamification in Market Research
    • Neurometric Research
    • Social Analytics
    • Knowledge Process Insourcing/Outsourcing
  • Climbing the Slope
    • Text Analytics
    • Video/Image Analytics
    • DIY Research
    • Eye Tracking for Market Research
    • Website Experience Analytics
    • Online Communities
    • Co-creation
    • Virtual Focus Groups
  • Entering the Plateau
    • E-Collage
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

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