Digital technology and market research - Is it helping us uncover more powerful insights?

This presentation discusses how new technologies have changed market research, examining the impact of new tools through the use of case studies, and assessing some of the pitfalls of digital technology.
A key effect of technology has been to increase the amount of data available to researchers, but much of this data is irrelevant to the business problem, requiring researchers to filter and interpret appropriately. It is argued that three key technological developments have positively impacted market research: online communities which have transformed the innovation process; mobile research which can run in real-time; and in-home video cameras which allow for mass-ethnography. Key pitfalls of digital market research are argued to be: online personas changing reporting, losing touch with real people, the rise of convenience sampling, and the risk of doing it...

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Insights Team
Bray Leino

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