Things and ideas

Marketing research - especially as it relates to listening and learning from the people targeted for marketing communications - has always been fascinating to me, but it’s getting even more so. Social media and technology are two key drivers in a change that is taking place - actually has already taken place - in the field. Direct access to consumers has never been easier. And the connections you can make with the people you want to learn from have never been more real.

Ten years ago it was considered a brilliant idea when focus groups were held in a host home instead of a focus group facility. It was thought that people would be more open, relaxed and 'real' if they were in a home environment instead of sitting around a table with a one-way mirror and microphones hanging from the ceiling. (I’m not sure how sitting in a stranger’s home would offer a more relaxing environment than anything else, but people swore by it). 

Today, we truly do have access to unbiased, real-time perspective from consumers, and it comes courtesy of their computer or smartphone. It’s learning that comes more naturally, when they’re in the mood to provide it. Whether quant or qual, listening in or asking, conversations that happen when the time is right are fertile ground for learning that is richer and truer. ‘Old-fashioned’, traditional research methods still have their place, but technology is on our side and will help us work to understand and connect with our customers like never before. Let's take advatange of it.  Opportunity awaits.