If the vast majority of brand decision-making is unconscious, marketers should be focusing almost exclusively on subconscious processes to truly understand consumers and influence buying decisions. They’re not, because they shouldn’t.
In the first of a new series looking at how new technology is changing, or has the potential to change, the industry, Felix Rios of Ugam looks at global mobile connectivity and the technologies coming out of Kenya that could revolutionize mobile research.
Alex Johnson, head of innovation at Kantar Operations discusses testing whether wearables like Google Glass could offer a viable alternative to mobile handsets in collecting data. What are the key advantages and disadvantages of using this technology in market research?
We increasingly use technology to remember for us – phone numbers, schedules and experiences – and whilst it empowers us in many ways, this study demonstrates that it may also be affecting our ability to remember which has implications for marketers, researchers as well as us as users.