Defragment the consumer - three ways to unleash the predictive power of market research

Florian Bauer

Consciously or unconsciously, market researchers systematically distort what they actually want to understand: the consumer.

Defragment the consumer – three ways to unleash the predictive power of market research

Florian BauerVocatus AG, Germany

PREFACE

Consciously or unconsciously, we systematically distort what we actually want to understand: the consumer. This happens in a different form at every stage of the project, but in each case in a very characteristic manner. The causes of this 'psychopathology of market research' lie in our classic approaches and research methods. Through the methodology we use we often implicitly assume rational behaviour, neglect interdependencies and over-generalize from isolated findings. Most of all, we often forget or are not able to...

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