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What’s on the horizon for market research in 2023

7 December, 2022 | 
Pureprofile 

Originally published: AdNews, 7 December 2022

As we move into 2023, inflation, rising interest rates and cost of living are at the forefront of people’s minds. Consumer confidence is low and we’re expecting significant belt-tightening for the holiday period and into the next 12 months. According to Pureprofile’s 2022 Christmas Report, more than half (58%) of Australians will be buying fewer gifts this year to keep their budgets in check, with financial strain the biggest stress affecting people.

As with the early days of the pandemic, it’s difficult to know just how next year will unfold, or how consumers will react to external pressures. When there are so many unknowns, it’s critical for businesses to consistently keep in touch with consumers  through market research. Here’s what we believe awaits the market research industry in 2023.

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