Do We Really
Understand
The Customers?
We are in the
midst of a time
of great change
in the market
research industry
Traditional MR has developed
great techniques to track
what consumers do and ask
them questions as to why.
However, new age consumers
are fundamentally different
in some ways. Unfortunately,
what consumers say they
do does not always track
with their actual behaviors.
Traditional market research is
infact fundementally missing
something when trying to
identify insights explaining
why shoppers make their
purchase decisions. The real
challenge is to understand why
these new age consumers are
behaving differently
To meet this challenge,
researchers must design and
interpret research using a new
framework - one that is more
predictive of the behaviour
than past approaches