AI and automation allow us to quickly and cheaply learn more about consumers without the need for extensive traditional studies, right? Technology can get us closer to our consumers, yes?
Well, wait a minute — automation and big data are great but could it be that they get us closer to consumer data but further from the consumers themselves?
Let’s explore technology and approaches that actually help us understand consumer behavior and sentiment. We need a fuller, 360 degree view of our target audience and can only get their with the right combination of agile qualitative and other data sources.
Recently, Mars launched a five-country video study to better understand Gen-Zers — their habits, their behaviors, and their purchase decisions.
This study brings together social listening, agile qualitative, primary quantitative research, and third-party syndicated data through video insights. The results answer big questions about how to better understand customers and how to truly get closer.