The Rise of ResTech

Technology, and the cost efficiency it creates, has always been the driver of innovation. Through each evolution of research, focus groups to phone surveys, to clipboard bearing researchers in malls, the ability to gain more insights at a lower cost has been the ultimate goal. This innovation has enabled a broader base of researchers. Each technology jump has lowered the barriers to the industry and allowed businesses that were previously unable to afford market research to better understand their audiences and customers. As brands, companies, and researchers improve and streamline their research and data collection methods, a common question is emerging from the CIO or the Head of Insights of the enterprise: “What does your research tech stack look like?" And it’s an important question to ask. Having a clear identity is important to our ecosystem, particularly as it expands into new terrain. It’s time to visualize how “sample," “insights," “market research," and other niche industries are part of this larger landscape.