If you only have a hammer, then every problem is going to look like a nail been a bit slow to accept more intuitive and less rational

– how can we speed up the adaptation process?

David Lundahl: There is more and a greater diversity of information available to researchers than at any time in the past. Technology has a lot to do with this. However, technology-enabled research only advances the industry when it addresses questions of relevance( passes the“ so what” test) with insights that go beyond the“ what” of behavior to uncover insights of“ why.” For example, capturing and analyzing more data about what consumers are doing is not going to lead to relevant insights unless you have a framework to processeses that consumers use are fundamentally unchanged- most purchase decisions are still based on fast thinking that is more intuitive and less rational than has been believed in the past

with a wide range of problems. Researchers must not only listen to their clients, but also seek to past. The average time it takes for a consumer to place an item in their basket is 4.6 seconds. However, what has changed are the tools that consumers have at their disposal to make purchase decisions and the diversity of shopping experiences.

This goes way beyond online shopping through websites. It includes new behaviors ranging from showrooming, how apps are used to plan shopping trips, or the use of apps to access information at the point of purchase. Further, the shopping experiences that consumers can choose from are much more diverse than in the past. For

requires understanding not only the“ what” but also the“ why” of behavior. Qualitatively, observing or listening to the voice of the consumer is not going to lead to relevant insights unless you know the right questions to ask.

With humongous amount of data available at our disposal today – are researchers able to identify their customer’ s needs / desires?

David Lundahl: I believe the marketing research professional of the future needs to be business minded and have a before designing research solutions. Having a big enough toolbox gives you more degrees of freedom to solve a wider range of business problems. If you only have a hammer, then every problem is going to look like a nail. Yet, you still need to have the right framework to put the toolbox to work.

David Lundahl: The cognitive processes that consumers use at one big store for all grocery needs, consumers are shopping at different stores and channels for different items.

David Lundahl: Digital touchpoints along the shopper journey are changing the world of research. The opportunities are vast to generate new insights of greater relevance in the face of this change. The threat comes from researchers

knowledge of how to use it. Clients today are challenged

– most purchase decisions are still based on fast thinking that is this change.