In our complex world, the accelerated pace of innovation and technology has created a struggle in the marketing research industry. Consumers are our greatest assets, but they are overloaded: countless digital marketing campaigns, social media platforms and infinite numbers of apps are fighting for their attention. Our attempts to quantify their behavior and attitudes are heavily influenced by technology. But with the frequency of change so rapid, how do we judge if we are capturing the ‘norm’? Are we capturing their full attention?
Marketers are arguably in a better place than ever to communicate with their audience – whether through Facebook followers, Twitter addicts or the ever engrossed mobile population. Technology is producing a familiar and comfortable means of constant engagement.