The Joy of Research: Recovering engagement through F2F methodologies
Introduction: The struggle for consumers' time and engagement
Efficiency vs. engagement
We need to make our questionnaires quicker, our methodologies faster, immediate even. We want real time results for our brand managers to make decisions on the go. But as researchers struggle with speed, they lose more and more engagement.
The marketing research industry has become very effective in the last few years in connecting with consumers through digital tools, consuming less of everyone's time. We are becoming better at it and we're still fighting to be...