Abstract:

Consumer insights has become the catch-phrase of the new millennium in market research. This presentation suggests that the emphasis on insights as opposed to research can produce shoddy research with poor insights. After a series of examples of research and researchers gone bad, this presentation identifies two problems brought about by the rise of consumer insights: less and less thought is given to the quality of research, with an increased emphasis on providing an insight (correct or not); and secondly, a growing reliance on consumer's stated opinions in response to direct questions.