Measuring the boring stuff.

August 10, 2009

For years it has seemed to me that market researchers (and our clients) have been a bit too obsessed with the “glamorous” kinds of research: TVC testing, ad campaign tracking, measuring the “emotive” and lifestyle aspects of marketing. All useful stuff of course, but it felt like MR and ad budgets were biased against researching more mundane aspects of how people routinely interact with products and services, or evaluating unexplored opportunities for different marketing approaches.
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