Has Zoom Changed Market Reseach?

Jul 25

Fourteen years ago when my husband and I left our big-city life for quasi-rural America, I switched careers a year or so into our big move. Our son was just an infant when he became sick the day before I had to hop on a plane. At that time, web-based meetings were available but they were far less utilized in market research.

Fast forward to now, and I have yet to have a client request in-person focus groups, in-depth interviews, or ideation sessions. They would much rather save travel time, budget, and more expeditiously gather data they can put to use immediately. Plus, they are able to reach a wider audience and reduce participant burden. Just last month, I was conducing cognitive interviews with participants in Singapore, Texas, Rhode Island, and Florida on the same day. It would have taken time travel to make that happen without Zoom!

Do I think Zoom has changed market research? The answer is yes. Do I miss huddling with my clients behind a one-way while snacking on M&Ms? Yes. But I am sure glad I do not have to leave a sick child behind.

Market researchStrategyTechnology

Melissa K. Marcello

Melissa Marcello is a Maine-based marketing strategist and market researcher who is convinced there is always a better way of doing things, chooses not to get bogged down by analysis-paralysis, and has a bias toward thoughtful action. She applies her skills and talent to what she calls “consulting for good,” where she works with government, nonprofits, and NGOs to make the world a better place for all.

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