Dave Lundahl
Research
methodologies
have more or less been the
same, however customer
needs changes rapidly –
are we changing with times
or waiting to
become
obsolete?
maybe not fast enough for some.
David Lundahl: We
are in
the midst of a time of great
change in the market research
industry. There is still a gap
between insights providers and
users in terms of perception
of relevancy. Yet, I believe the
industry is making progress
in closing this gap – although
Dave Lundahl: Traditional MR
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
What are some of the
challenges posed by new
age customers? How can
the
traditional
market
researchers adapt?
behaviors. Traditional market
research is infact fundamentally
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
behavior
than past approaches.
Market
researchers
have