Research must adapt to two trends: to find the most effective way to measure consumer attitudes and emotions toward brands beyond merely asking questions; and to look beyond how consumers answer surveys and create analytically robust means of building a behavioural understanding of how consumers act and think.
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...