Real-time and agile research methods are rapidly overtaking traditional, linear research approaches with flexible tech-powered strategies that respond to change in the moment. In this article, featured as part of the ESOMAR Global Research Software Report 2025, Robert Heeg asks suppliers, clients and industry experts how that revolution is unfolding - and what it means for market researchers, brands and consumers alike.
Paul Hudson joins voices including Daniel Dunose of Data Diggers, Steve Male of Logit Group, Finn Raben of KCC, and Luca Cian from the University of Virginia in exploring the effect of real-time market research.
As Heeg writes, "At the heart of the transformations are platforms like FlexMR's InsightHub. The platform enables always-on engagement with pre-profiled communities, integrating survey tools, creative qualitative capabilities and social engagement features. The platform model is particularly useful for businesses that need to iterate quickly, as evidenced by a recent collaboration between FlexMR and Carnival UK.
With the goal of redesigning two major brand websites under a tight deadline, FlexMR built an agile research model embedded into the design sprint cadence. The team tested early-stage UX components like navigation, login, and content clarity and then refined them in near-time based on feedback from engaged customer communities."
As Paul commented, these weren't just tweaks but fundamental, guest-led decisions. He said of the project, "By re-testing improved designs with the same participants, the team could validate whether each iteration was an improvement - and continue to refine them moving forward." Clare Phelps, Insight & Operations Manager at Carnival UK, highlighted that the agile community enables to use the most appropriate tools and methodologies at the right team, and respond to a broad range of questions as they arise.
Read the full article in the Global Research Software report here.
Since 1947, ESOMAR has been bringing together people and organisations passionate about research, insights, and analytics. From a headquarters in Amsterdam to more than 135 countries worldwide, the organisation is a global community that shares knowledge, upholds ethical standards, and creates opportunities to connect and grow. The annual Global Research Software report is the only global analysis on the size and characteristics of the research software sector: the largest one within the insights industry
FlexMR is the Insights Empowerment Company. The hybrid consumer insights agency and cloud platform provider develops thriving insight communities that streamline online research and enable customer-centric decision making. Since launching the InsightHub platform, FlexMR have connected UK marketing, research and product teams to 300,000+ customers across the globe. Today, the platform supports robust data collection, analysis and activation workflows to empower informed decisions at the speed of business.