As part of his series on rethinking market research, Colin Strong calls for a greater focus on longitudinal research as part of a bigger discussion on the need to update our consumer model.
Sourced through Scoop.it from: www.research-live.com
A stimulating article by Colin Strong here. "Our model of the consumer needs updating: we are much more fluid, connected and influenced by context than previously imagined. And it is not just market research that needs to be reconsidered but the wider marketing and big data agendas."
He suggests that as brands are increasingly using personalised marketing, there is a real need to change the way in which research the individual.