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Context–not data–differentiates the role of market research in the tech sector

Published On March 27, 2019
In Global, Technology, Market Research, Blog Archives

The technology sector is notorious, of sorts. It has a novel distinction of being a sector where companies are endlessly disrupting and getting disrupted as such. This intense pace of change makes it necessary for technology companies to be always agile and looking out where the next opportunity lies or from where the next threat may surface.

Given the nature of the business and the proliferation of touchpoints, data is created and collected at an unprecedented scale. Access to data is not much of a worry for a decision maker in the technology sector. Qualitative market research can be. The fervent pace of change, however, leaves very little room for tech companies to spend quality time in establishing meaningful context and analyze large volumes of data and derive actionable insights, in time.

In the first episode of our knowledge-series SGA PERSPECTIVES, SG Analytics’ head of research, Sabyasachi Guha talks about how a right market research partner can help tech companies to derive such meaningful insights. Sabyasachi shares his viewpoints on how does he see market research impacting today’s technology companies and how the future of market research may shape up.

Rogers' Bell Curve

Rogers’ Bell Curve

An agile market research services partner with proven expertise in domain knowledge and contextual analytics can play a significant role in helping technology companies make the most of their data. Here, we firmly believe, context is the core differentiator in the technology or innovation adoption lifecycle.

For instance, the market research function at SG Analytics is tightly coupled with its data analytics capabilities and technology sectoral expertise to not only know the right set of questions to ask but also develop an experiential understanding of what is changing in the B2B and B2C space from the technology sector’s perspective. Case in point the adoption and development chasm that exists in the cryptocurrency lifecycle.

Evaluating Drivers of Cryptocurrency Mass Adoption (source: Shingai Thornton, Hackernoon)

Evaluating Drivers of Cryptocurrency Mass Adoption (source: Shingai Thornton, Hackernoon)

Technology companies gain such actionable insights without losing focus on what they do best – their business. The evolving role of market research in the technology sector is one subject that SG Analytics like to pay close attention to. That’s why we are speaking about it at length in our knowledge-sharing series called ‘SGA PERSPECTIVES’ on our YouTube channel.

Please do watch the first episode and tell us what you think.

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