What we experience is very different from what we remember experiencing. This simple finding has emerged from our ever-evolving understanding of the human brain and it changes the game when it comes to research.
Traditional market research largely depends on respondents' ability to answer questions about past experience. But how accurate are those memories? If they are not accurate, all of us in market research need to be alarmed.
Asking backward-looking questions has been our best option . . . until now. New technology, however, is creating more opportunities for in-the-moment data collection.
In this presentation, we will share side-by-side comparisons of differences between data collected in the moment versus more traditional, memory-based surveys.
If we can recognize and understand the differences between actual experience and remembered experience, we can compensate and arrive at deeper, more meaningful truths.