This is What The Uberisation of Market Research Looks Like

December 3, 2015

5:00 pm

Uber is making headlines every single week of the year. In a world of permanent media coverage and concept analysis, collecting all the current articles relating to the “uberisation” of the economy would turn into daily task and headlines.

A quick look at this media coverage, as well as social media reaction, showed us that the word uberisation is often negatively associated to the trend of disintermediating clients and companies through a market place (i.e. cutting the human aspect of the commerce). Among the companies leveraging this model, top-of-mind are Airbnb, Taskrabbit, and of course Uber itself – in some ways, we could even add Taobao (as it is designed for c2c).

Transportation, hospitality, and small jobs have been “uberized” – What’s next?

First of all, the uberisation of content creation with the likes of YouTube or Spotify is an intuitive connection to make. Channels and platforms are hosting more and more content within which creators gets realities based on the advertisement money generated through views of the videos or else. Crowds of authors are creating content for those channels that are distributing the content and monetizing through advertisement.

Another significant trend is the future uberisation as it relates finance. Some people say that, in the near future, we will choose our financial advisor in ab “uber-like way”, through a platform with differentUpeople advising and managing your money, selling their services for you. But the new leverage of the Uber business model that is of interest for us is the uberisation of market research.

“In spite of a still large share of clients looking for a traditional approach, we have experienced the success of new business models through various innovations” says Chinese consulting boutique, Daxue Metry. “We try to be agile, pragmatic and flexible to better fit any demand. Therefore we are always looking for new way to provide insights in a quick and competitive way. Speaking of –Uberisation-, as we believe sectoral and institutional demand is growing, we are for instance creating a market-place, next to our crowd-funding platform, to sell market reports and researches.”

This innovative model for selling market research has many advantages that are more or less the same than Uber in the transportation field or Airbnb in the hospitality sector. The service is quick, does not require much of commercial, and paper-work and mainly is highly competitive. This trend can also be epitomized with The Store-Checkers.

This mobile app, developed in Beijing, is selling a service of store and shop audit to international players. The idea is to help managers all over the world to gather information on what really goes on in-store for their products in China. Essentially, it redirects their demands to China-based owners of the app who will provide the fieldwork with, as a plus, all the data gathering and validation that a smartphone can allow (geo-localisation, picture or video, immediate data-mining). However, it requires being able to reach the relevant network to create the necessary dynamism on the platform.

“We have international partners – and are looking for new ones – in this projects” says the Daxue Metry team. “They are interested by the fact of enjoying a multi-clients ultra-competitive offer of market research in China – through the crowd-funding – or to simply can offer and purchase a market report on the market place.”

Image Credit: Flickr / cropped, resized

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Thibaud Andre is a French consultant working at Chinese market research firm Daxue Consulting. He is passionate about Chinese culture and likes to share insights about the many emerging markets of the Middle Kingdom.

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