There’s a risk of that voice being drowned out by the rise of big data and higher-powered analytical tools.
We believe that listening to the consumer and getting to the “why" underneath the big data will be the differentiator between those who win and those who lose in the evolving new data economy.
Qualitative research – focus groups, 1:1s, ethnographies – gets you close to your consumer and their thoughts, attitudes, needs, and desires.
The video from that qualitative can keep the voice of your consumer alive long past the research.
Optimizing usage of that video allows you to maximize your research dollar and your consumer knowledge.
