Have you tried something new lately? Perhaps a new survey question style or even a completely new research technique? New is often scary, particularly when it seems to be completely unrelated to what we already know.
In marketing research, we’ve watched new techniques like mobile research and gamification burst onto the scene. As extensions of surveys, something we are very familiar with, these new techniques aren’t very scary. We’ve also seen stranger techniques like eye-tracking, brain wave monitoring, big data, and more being introduced. These kinds of foreign techniques are much scarier as most of us have no way of relating to them. They don’t look like surveys or interviews or focus groups in either their processes or their data files.
Sometimes, it feels like the marketing research industry is being over-run by companies that aren’t even in our field, by companies that have no experience in asking consumers about why they do things. But wait. What exactly is our field?
If you think about it, marketing research is the exploration of consumer opinions and behaviours. Any company that uses any technique to better understand the consumer is a marketing research company. Marketing research has nothing to do with surveys or brain scans. As the video explains, anyone who can organize, analyze, synthesize, and storyize consumers is a marketing researcher.
Try something new, try something scary, pick up your ukulele and play along!
— Jon Puleston (@jonpuleston) June 16, 2014
— ESOMAR (@ESOMAR) June 16, 2014
Hey @LoveStats I loved your Ukulele presentation. Refreshing and insightful.
— Vib 潘伟博 (@ivibz) June 11, 2014
— Tom Ewing (@tomewing) June 16, 2014