Introduction
To understand how both existing and potential customers think and feel is the ultimate ambition of many a brand embarking on market research. Gaining insight into people’s motivations, desires and choices is one of the most valuable aspects of this part of the marketing mix – one that influences and permeates throughout a product or service’s marketing and advertising.
But great changes have swept through the world of insight and impacted the way people can – and will – respond to questions. One of the most significant of these has been the rise of personal technology and the near...