Conference notes – Connecting the dots: joined-up insight finally becomes possible

Martin Hayward
Strategy and Futures at dunnhumby

The premise of marketing is very simple: make sure that what your organisation offers is what your customers want and value.

The market research industry has worked hard over the years to help with this matching process, providing valuable insights into customer behaviour, attitudes and aspirations. However, there have always been limitations as to both how granular, and how rapid, survey insight can be, due to both the cost of surveying and the limitations on how often respondents can be contacted.

Additionally, the historical need to rely on respondents' own recall of their purchasing and other behaviours has limited the ability of survey data to really get into the intricacies of consumer choice, switching and response to marketing stimulus.