Business leaders and market researchers are showing intense interest in new sources and methods for learning about customers and consumers. But the far more worrying problem is that the goal of tapping better information sources largely ignores the greatest opportunity and threat presented by these new sources: business partners’ evolving use of information in making customer-related decisions.
Elias Veris just realised that, short of sneezing, his every move in his local supermarket is recorded. With the tables turned and himself as the respondent it’s made him think. Are we giving enough value to our respondents?