Navigating Market Volatility with Accurate Data on Emerging Consumer Trends
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How can CMOs navigate economic challenges, evolving consumer preferences, and AI integration all at the same time?
CMOs today are navigating unprecedented challenges.
Economic uncertainty puts pressure on budgets, making it harder to justify large marketing spend.
It’s increasingly difficult to precisely target and engage consumers due to ever-changing preferences and the fragmentation of media channels.
And now, CMOs have to integrate AI into their marketing strategies—balancing efficiency with personalization.
So, what’s a CMO to do?
Recently, our Founder & CEO, Matt Britton, sat down with Fortune to explore why a consumer-centric approach is more critical than ever. Marketers must leverage real-time insights, predictive analytics, and AI-driven personalization to cut through the noise and meet consumer needs at every touchpoint. Let’s dig in:
Traditional research can’t keep up with consumers
Traditional market research approaches, while valuable, often lack the agility required to keep up with the rapid pace of change in consumer behavior. Accurate data enables brands to understand emerging trends more precisely, allowing them to quickly adjust their strategies, refine their offerings, and anticipate shifts in consumer preferences with greater confidence.
That’s why we built Suzy. We know how important it is for brands to be able to leverage real-time consumer insights. We know how critical it is for businesses to remain agile in responding to changing market conditions.
Our platform allows brands to gather actionable insights and drive their approach with data, adapting messaging, product development, and overall strategy to align with evolving consumer demands along the way. This proactivity helps mitigate the risks associated with market volatility and supports long-term resilience.
Accurate data is not merely an asset—it’s a strategic necessity
As consumer loyalty becomes increasingly fluid in times of economic uncertainty, we believe that brands that effectively harness accurate data are better positioned to maintain relevance and foster deeper connections with their audience. Real-time insights into shifting behaviors allow businesses to act swiftly, strengthening customer relationships and capitalizing on new opportunities.
But it has to be both fast and accurate. The impact and efficacy of Suzy are measured across a variety of different parameters, first and foremost being speed. It cuts the average time it takes to field a market research study by upwards of 85%. It cuts the cost of conducting market research, both quantitatively and qualitatively, against more traditional sources, by over 80%, and it allows companies to go to market with new products in weeks, versus months or quarters.
How brands conduct market research will fundamentally change
To stay ahead, brands will need to aggregate and parse vast amounts of data. At the same time, maintaining data quality is paramount. At Suzy, we’re creating two game-changing products to help brands address both challenges.
Our AI-powered Signals digs into diverse data sources, quickly uncovering emerging consumer trends and industry shifts, making it seamless for researchers to dive deeper. Signals takes third-party data—whether it's transcripts from earnings reports, agency research, or syndicated studies—and surfaces market insights that are hyper-relevant to the user. These insights could point to new consumer trends, industry changes, or economic and societal shifts that have a significant impact on a researcher's business. With one click, users can instantly conduct deeper research, exploring what these signals mean for their business and strategy.
And then there’s Biotic—our cutting-edge, AI-powered fraud detection tool designed to safeguard the integrity of your data. Biotic filters out fraudulent responses and bad actors, ensuring your market research is driven by real, well-intentioned participants. With the rise of AI, maintaining data quality is a growing challenge in the industry. Biotic, our patent-pending solution, tackles this head-on. Researchers can trust that every study conducted on Suzy delivers reliable, accurate insights—empowering them to confidently execute high-value research.
Last Words
Consumers are evolving faster than ever. With shifts in the macroeconomic landscape and trends emerging daily as people endlessly scroll through their phones, it’s never been more challenging to keep up. That’s why being truly consumer-centric is more critical today than ever before. The key to navigating this change—and driving growth within your organization—is data. And you can't capture the consumer data that matters most without conducting market research. Plus, AI is set to transform the business landscape, culture, and society in profound ways. Leveraging AI in your market research unlocks opportunities we’ve never even imagined before.
Ready to see how Suzy can transform your insights? Book a demo today and discover how our AI-powered platform can help you tap into real-time consumer data, conduct powerful research, and drive growth.
