Challenge of choice

Vanella Jackson and Duncan Houldsworth

The research industry needs to recognise the impact of framing in surveys and develop new tools for holistic measurement of human choice

What would the research industry do if it discovered that surveys did not reveal what consumers really thought? While the days of surveys are certainly not over, there is a growing acceptance that effective research needs to evolve and adapt to two critical trends. First, to determine the most effective manner of measuring consumer attitudes and emotions toward brands beyond just asking a respondent a question. Second, to look beyond how consumers answer surveys and create analytically robust means of building a behavioural understanding of how consumers act and think, and get real value from the treasure trove of behavioural data that corporations and research suppliers are growing every day.