Influencers’ New Role and Value in the Marketing Process
Influencers’ New Role and Value in the Marketing ProcessBiased consumer insights and false information are pervasive issues that have had an impact on every arena from politics to business (2016 Election; Brexit). Many consumer insights and research professionals are struggling to maintain quality panels needed to generate the foundational insights required for relevant, empathetic communications.
Even when that sample is representative of a target consumer base, consumer insights and research professionals and the marketers who depend on them are still at risk. Many of the qualification mechanisms to generate consumer insights today are inherently flawed. It is not enough to just listen to your target customers – or any random sample of consumers. Research studies have proved 10x over that people not only lack insight into their own behaviors, but also that reliance on self-reporting methods leads to deceiving results.