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Face up to the Complexity of Research

Researchers and clients must look beyond the individual survey and look at the broader picture of how it fits into successful business strategy.

By Rebecca Brooks
shopper insights

Researchers and clients must look beyond the individual survey and look at the broader picture of how it fits into successful business strategy.

Research models do not work. It could be argued they never did, we just now live in an age where their flaws are so exposed that we can no longer ignore them. Gone are the days of limited distribution, narrow purchase channels, and small competitive sets. Today’s shoppers have become accustomed to a world of rapid innovation and limitless access, opening up choices and reducing barriers. This encourages shoppers to re-evaluate their brand preferences every time they enter a category.

In this new frictionless economy, emotions and irrationality, which we’ve been able to traditionally de-prioritise in research, are emerging as the most influential factors in decision-making.

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