The Power is in the Mix
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Transcript of The Power is in the Mix
ESO…
SU…
FU…
SM…
IM…
TR…
SURVEYS
ARE DEAD
‘The real existential threat
to our industry is neither
automation nor competing
methodologies. It’s the future
of research participation’ (GRIT, 2016)
step 1LISTEN BETTER
7
step 2THINK LOGICALLY
step 3INVESTIGATE
3 data fusion experiments to unlock the truth
Researcher
Observation 1
What consumers
think they do and
what they really do
are two different
worlds
16
Observation 2
Implicit uncovers
a different story
56%
Creative Daring
Energetic
Exciting
Fun
Gaining popularity
IntelligentProgressive
Social
StylishTrendy
Up to date
Visionary
Creative Daring
Energetic
Exciting
Fun
Gaining popularity
IntelligentProgressive
Social
StylishTrendy
Up to date
Visionary
Researcher evidence
Client
Observation 3
Humanization
Of data
Client Evidence
participant
Observation 4
33% 100% 38%
Participants are reluctant to give up their anonymity
Observation 5
Participantguidance isa must
Observation 6
Research does no longer feel like research
Participant evidence
SU…
FU…
SM…
IM…
TR…
SURVEYS
FUSION
SMART
IMPACT
TRUST
