Is big data* changing the need for focus groups?

Recent articles suggest that there is so much information being gathered about customers and spending and everything else you can think of, that the need to do traditional market research is starting to fall by the wayside.  Data will give you all the information you need to predict consumer actions.  As I noted in my recent post about consumers using Amazon and other sources to comparative shop for price and quality, features and benefits, big data still reports historically on what consumers have done, therefore, you are looking backwards to predict the future. Yes, I know, history repeats itself but […]

Even – especially – the big guys just don’t ‘get’ it

I was doing some market esearch yesterday and surfing around Plunkett. I came across customer focused research and how that is changing. It seems that now, instead of marketers showing concepts to individuals sitting around a table in a focus group, they can reach even more indiiduals if they show the concepts online. Excuse me. How is that customer-focused? The fact is it’s not. The concepts still come from the agency, or the client. And respondents are still asked to react to someone else’s idea of what might get them to shell out money. The only thing different is the […]