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.
Research Papers
Understanding how shoppers really behave
Catalogue: Latin America 2005
Authors: Carolina Dennin, Susana Marquis
Companies: KANTAR TNS Malaysia, Unilever
October 23, 2005
Research Papers
A new qualitative approach in concept development
Catalogue: Qualitative 2005
Authors: Ute Rademacher, Stefanie Güntzel
Company: Ipsos MRBI
November 13, 2005
Research Papers
Touchpoint tracking
Catalogue: Congress 2006: Foresight
Author: Fiona Blades
Company: MESH Experience
September 17, 2006
