Dive into Ukrainian marketing research industry with this issue. It’s a must-read for those eager to explore the multifaceted industry, understand its “DNA,” challenges, and professional insights.
- Marketing research market annual study
Article by Ukrainian Marketing Association President Iryna Lylyk provides analytical study of marketing research market in Ukraine for 2023. This 20th annual survey of leaders of research companies working in Ukraine evaluates market size, structure, and growth rates. Expert analysis support agencies in aligning with market trends, assessing their niches and identifying opportunities for development. It also helps partners and marketing research clients to get information about major market operators.
- The Evolution of the Researcher Profession
Sometimes one can think that “researcher” is the profession uniting the widest range of specialists. Researcher profession includes professionals in sociology, political science, psychology and marketing, and sometimes even journalism. Moreover, nowadays, global digitalization caused emergence of digital research specialists. But it was not always like that. Oleg Sinayuk, director of “New Image MG,” traces the evolution of the researcher role in Ukraine from the 1990s until today.
- Research Challenges During the War
Two main questions for evaluation of sociological data quality during the war are – can we believe that our data are representative and can we trust answers of those respondents responding to our survey (sincerity of answers problem). Professor Volodymyr Paniotto, President of KIIS,professor of National University of Kyiv Mohyla Academy, dedicated his article to sample representativeness during the war.
- Research methodology during the war
Did something change in methodology or in the process of conducting qualitative research since beginning of russian full-scale invasion to Ukraine? The answer is clear: there are many changes, and some of them are extremely important. Qualitative research expert Stanislav Chehlinsev describes special features of conducting qualitative research during the war, that professionals should not only take into consideration, but that lead to updating, perhaps, the most crucial today problems: 1) who conducts research and how they are conducted and 2) how reliable are research results for any decision-making.
- AI in Marketing Research
Nowadays people are more and more using AI. Everybody talk about it, but many people are sceptical about this trend. Why? They do not believe in possibilities and/or are afraid that AI will replace human professionals or damage reputation of experts, or make confidential information public. Moreover, there problems with using AI in other languages, except English. But all these issues do not stop specialists and industries to use AI in their activities. Svitlana Vynoslavska, CEO of Kantar Ukraine, describes AI integration in marketing research, sharing Kantar’s experience.
- When Research Goes Wrong
Despite all the advantages, marketing research is not panacea, which can solve all the business problems and guarantee results. Rostyslav Matskovskyi, marketing research expert, analysed examples as research may transform not on efficient tool, but to wasting time and money, and what one should do, when that happens. Based on own experience and practice of other market operators, author identified 6 reasons, why research may fail. - Marketing vs. UX Research
Oleksii Deliukov, founder of Research.ua, compares these two disciplines, emphasizing their shared goal of enhancing consumer engagement while highlighting their unique methodologies.
In modern competitive business environment it is not enough to just have excellent product. Companies should understand insights of their clients from market point of view, as well as through interactions with their customers. Although marketing research and UX research have common goal of increasing consumer interest, their methodologies, focus areas and results differ significantly. Oleksii Deliukov, founder of Research.ua, studies there differences, by comparing marketing and UX research.
- 5 Mistakes of UX Researchers
Liza Kolotilina, lead researcher at PrivatBank, shares practical tips for newcomers in UX research, including common mistakes to avoid.
UX researcher systematically studies consumer needs, goals and behaviour while they are using digital products. PrivatBank research team made many efforts for development of high quality working system of conducting research and created owns rules, that help even beginners to feel more confident while conducting research. Liza Kolotilina, lead research specialist at PrivatBank, identified 5 UX researchers’ mistakes or key factors beginners should consider.
- Customer Experience in Telecom
Yevgen Mykytenko from lifecell discusses the critical role of positive customer experience for survival and growth in the telecommunications sector.
Positive client experience are not just beautiful words, but main condition for survival and prosperity at telecommunications market. Yevgen Mykytenko, market research expert at lifecell, describes client experience influence at business and explains why it is important.
.
See the issue here https://uam.in.ua/common/zhurnal-marketyng-v-ukrayini/