Thanks to social media and other technology, a wealth of consumer opinions is at a company's fingertips these days. But Wharton experts say traditional market research still has a vital role to play in product development.
Joachim Scholz, PhD's insight:
Even though big data allows marketers to better see whether a product does well in a market, this does not negate the need for marketing research. This is because testing products "in the wild" and analyzing the data only tells you what product works better, but not why. It also does not tell you what product iteration you have not thought about yet would work best.
Psychological and especially cultural research methods can get to the deeper motivations and understandings of consumers, providing still eye-opening insights, even in the days of big data.
From the article: "Unprecedented access to big data does nothing to negate the need for deep market research, according to Wharton marketing professor Eric T. Bradlow, who along with Fader directs the Wharton Customer Analytics Initiative. “Can you possibly predict what people are going to do?” he asks. “Yes, you can. However, the science of psychology — why people are doing what they are doing — in traditional marketing research provides a great complement to what can be measured.”"
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