1 Retooling Market Research Could our traditional techniques have discovered what behavior...
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1 Retooling Market Research Could our traditional techniques have discovered what behavior economists have found? What needs to change? What doesn’t?
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Transcript of 1 Retooling Market Research Could our traditional techniques have discovered what behavior...
1
Retooling Market Research
Could our traditional techniques have discovered what behavior economists have found?
What needs to change?
What doesn’t?
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One Key Triage Involves Type 1 vs Type 2 Thinking
Blink Think-or-
Impulse purchasesLow intensity categoryJam preferenceSurvey
Deliberate purchasesHigh intensity categoryJam preference explanationFocus Group
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A Second Key Triage is
ACTIVE
Stimulus Response
QuestionAnswer
vs.
PASSIVE
Observe (with or without post-rationalization)
• Ethnography• Google search trends
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Other Challenges Exist
• Social desirability/biases• Expertise needed (Goffman, tennis pro)• Priming• Impact of all senses• Habit• Artificial attention
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And What About Reliability and Projectability??
Growing dependence on self-selection Cell phone list problems Online dangers
o Who is the respondent?o Panel problems
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Political Polling Issues
Everybody says they will vote Chemical reactions to candidates Timing Influence of others Location of voting
