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The Future of Market Research

I did my MA dissertation by immersing into the industry as an intern and conducted interviews with industry professionals alongside desk studies. All in an attempt to understand trends and opportunities for the future of commercial qualitative research.

By combining an internship with qualitative interviews and desk research, I investigated current and future trends in market research by talking to 12 professional researchers.
Trends identified were for example changes in client involvement, co-creational workshops and the rise of observations and online research to understand behaviours.


Viktor Olsson

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  • Human-centered researcher and design thinker

Project Tags

  • Market Research Tools
  • qualitative research
  • Interviewing
  • facilitating
  • Academic Writing
  • Analysis

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