Whilst we are physically in the 21st Century, often our market research strategies are not. We find ourselves using out of date data sets, old survey results, and relying on forced customer feedback to help us form consumer opinions.
We are collecting more data than ever. So often, this data is all sitting in separate silo’s, like Social Media, Data Warehouses, or CRM Platforms, that are not intuitive in providing simple interpretations and outputs.
Focus groups are small samples. Often unreliable, costly, and can take 6 months from collection to implementation. In a rapid changing technological world, we need comprehensive data, from more sources, in real time.
We all think we know own consumer, however ‘gut feel’ only takes us so far. We need to know what the consumer is thinking, how strong they are feeling about it, and why.