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Channel: Kommentare zu: Blogparade Mafo-Krise: Edward Appleton – Is Market Research Losing Touch?
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Von: edward04

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Thanks to all for commenting.
@christian – Market Research no doubt needs to become a more authentic and “real” avenue for Brand Owners to understand their users, their lives, and the opportunity spaces out there. Obsessive focus on “methodology” is counterproductive – business owners only care about the “what”. I wonder if our Industry is changing quickly enough, if we are all renewing and expanding our skill sets as fast as we need to – and I don’t mean by retraining to become a Data Scientist. I mean building on our strengths and enriching them, exploring the boundaries, having a respect for purism but not be limited by it.

@Thomas – could you share an example? Curious.

@Daniel – I’d say placing greater emphasis on the role of intuition and context is helpful in understanding unmet and unarticulated needs. Ethnography too – seeing, listening, beginning to understand. Translating those into something bigger begins well with small, iterative steps – “I understood this, did you mean something different” – and by working closely with people with product development, visualisation and design skills. Co-creation may be a buzz word, but done properly it can be powerful.


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