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In today’s experience economy, consumers are bombarded with new experiences every day – proposals for new products, new services, and new consumption models – to improve their lives. In a world that promises compelling experiences, fastmoving consumer goods (FMCG) brands struggle to deliver against these aspirations in a way that have a real effect on targets.
The field of market research is slow to adopt the behaviors of the present, digital generation. Traditional survey design remains exactly what it is – traditional. As researchers, many continue to impose feedback mechanisms and structures that – given today’s technological capabilities – are foreign to consumers. To be sure, people use words and conversations to express their attitudes and preferences, not marketing research scales.
At GfK we perceive a paradigmatic change in survey research wherein the two-way, unstructured conversation will enhance the dated, traditional world of multi-point scales with new emotion and authenticity.