As its business model rapidly shifts, General Motors (GM) is augmenting the dry statistics and dispassionate verbatims of quantitative research with first-person video clips and voice recordings that present fuller, telling portraits of vehicle owners and how they live.
A simple insight spurred the change: Big data doesn’t always lead to big action … or any action, for that matter.
“We were providing a lot of information to the company but we were not necessarily engaging our internal clients,” Ednei Hishida, GM’s global online research manager, told an audience at the The Market Research Event (TMRE) in Focus 2018 conference...