Creator market research taps into the knowledge of content creators to gain valuable insights into consumer preferences, untapped needs, viable white spaces for product development, and future category trends.
Content creators are by far one of the most powerful forces shaping category trends and strategic innovation today. Not only are they uniquely immersed in their respective categories of interest, they also have a crystal-clear, real-time line of sight into the preferences and buying behaviors of their followers, as well as the power to directly influence those preferences and buying behaviors through their content.
As a result, they present a powerful resource for marketers looking for accurate, valuable insights into a particular category.
In this article, we’ll be taking a closer look at how creator market research can deliver an unprecedented strategic advantage to brands and insights professionals looking for advanced foresight.
Traditional market research planning hardly ever targets creators in the early stages of strategic planning and product development. Why is this? Firstly, the best way to access their knowledge is through in-depth interviews (IDIs). Without the correct frameworks, technology, and capabilities in place, interviewing multiple creators for each research project is challenging and time-consuming without a single-source research partner like CRG Global.
To understand where your category is heading, ask the ones who are taking it there. There’s arguably nobody better positioned to deliver key insights into the future of a particular category than a content creator working within that space. Not only are they entirely up-to-date with historical and current trends, but they often have insights into emerging trends that are still under the radar, before they hit the mainstream. After all, remaining ahead of the curve is critical to their success.
Additionally, content creators are in constant dialogue with followers, giving them an intimate perspective on the nuances of target consumer needs, wants, and preferences.
When interviewing multiple creators in a particular space, insights professionals are also able to see which trends different segments of creators are aligned on, and which they disagree on, delivering a much richer perspective on the future of the category.
Finally, consumers are heavily influenced by the creators they follow. Whatever those creators believe to be an incoming trend is relatively likely to become one as followers follow those recommendations.