# Alternative Research Brands invest in niche big data research to intimately understand consumers. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Mar 16, 2015 | Category: [Social Media](https://www.trendhunter.com/pro/category/social-media-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/alternative-research ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## What is the Alternative Research trend? **Alternative Research:** In an effort to better understand consumers, brands are turning to alternative forms of research that go considerably more in-depth than traditional methods. Brands are diving deeper into everything from consumers dating habits to bodily and emotional engagement with a product or service. Performing such a detailed analysis suggests that brands want to know their consumers as a whole individual, rather than as pieces of fragmentary data. ## At a Glance - Evidence: 4 featured examples - Articles from: Dec 3, 2014 to Mar 12, 2015 - Published: Mar 16, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Alternative Research trend ### Big Data Analysis Brands are investing in niche big data research to intimately understand consumers, leading to opportunities for building advanced data analytics tools to track consumer behavior and preferences accurately. ### Alternative Research Methods The trend of alternative research methods means that brands are focusing on understanding their consumers as whole individuals, rather than pieces of fragmentary data. This presents opportunities for developing tools that provide comprehensive profiles of consumer behavior beyond simple demographic data. ### Biometric Collection for Analysis Brands and researchers are investing in wearable activity trackers to collect biometric data from the brain and body for analysis. This presents an opportunity to build a biometric data analytics platform that can gather and analyze a wide range of biometric data to predict and understand consumer behavior. ## What the Alternative Research trend means for industry ### For Data Analytics Big data analytics platforms and tools are becoming increasingly important for contemporary businesses, enabling them to sort through and understand the sea of figures and statistics available to gain insights into consumer behavior and preferences. ### For Market Research The trend of alternative research methods means that companies are focusing on understanding their consumers as whole individuals, beyond simple demographic data. This presents an opportunity to build innovative market research tools that can provide comprehensive profiles of consumer behavior. ### For Healthcare Tech The use of wearable activity trackers for biometric data collection for analysis presents an opportunity to build cutting-edge healthcare technology that can provide insights into how music and other stimuli can impact the body and brain for improved health outcomes. ## Trend signals for Alternative Research Trend score 4.2 out of 10, from popularity 73%, activity 46%, freshness 8%. - Popularity: 73% - Activity: 46% - Freshness: 8% ## Examples of the Alternative Research trend 4 featured examples from Dec 3, 2014 to Mar 12, 2015. - [Integrated Information Analyzers](https://www.trendhunter.com/trends/big-data-analytics-platform): Big Data Analytics Platform Harmonizes Statistics in Every Sphere (Category: Tech) Implication: The technology industry can utilize big data analytics platforms to enhance data analysis capabilities and gain a competitive edge. - [Bearded Matchmaking Research](https://www.trendhunter.com/trends/gillette-dating): These Gillette Dating Statistics Take Advantage of Tinder's Big Data (Category: Marketing) Implication: Consumer goods industries, such as shaving products and grooming tools, can benefit from implementing the findings of the Gillette dating research to target their marketing strate… - [Follower-Analyzing Social Tools](https://www.trendhunter.com/trends/twitter-engagement-metrics): SocialRank's Twitter Engagement Metrics are Based on Followers (Category: Social Media) Implication: Disruptive innovation opportunity: Develop advanced techniques and tools to accurately measure social media marketing success and optimize strategies. - [Biometric Music Projects](https://www.trendhunter.com/trends/sync-project): The Sync Project Researches the Effects of Music on the Body and Brain (Category: Lifestyle) Implication: An industry that could benefit from biometric music research findings, potentially enabling more effective health interventions and personalized treatments. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Social Media - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Nostalgic Dating App Campaigns](https://www.trendhunter.com/trends/hily-dating) - [Weekly People's Choice Cookie Menus](https://www.trendhunter.com/trends/choice-menu) All articles: [Social Media](https://www.trendhunter.com/socialmedia)