We know what they think, but do we know what they do?

Tim Baker and Martin Callingham

This article examines the way we go about building conceptual models to analyse quantitative market research data.
  

We know what they think, but do we know what they do?

Martin CallinghamBirkbeck College, University of London

and

Tim BakerTouchstone Partners Ltd

Introduction

Since time immemorial mankind has wished to predict the future, and today is no exception. One of the prime reasons for conducting market research is to try to foretell the outcome of upcoming events, whether it be an election, a brand launch or a new service. The problem we all face in this industry is that we are always dealing with data that are intrinsically historic, from which we seek to make...

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