There are 25K influencers with a reach over 20,000!Business has never moved faster. Consumer trends and sentiment change at an even faster speed. Urgency matters. Joan Lewis, global consumer and market knowledge officer at Procter & Gamble (P&G), clearly feels the urgency, given her recent question posed to the research community: How do we change from a plan-learn-qualify-optimize-launch-track-revisit-in-a-year research approach to a more agile, real-time, do-learn mentality?
The conflict is not with consumers but with traditional research methodologies that haven't reinvented themselves to leverage today's technologies. As such, most marketing teams think that they don't have the time (or the resources) to talk to customers, despite innovations in the market that allow brands to find consumers quickly and obtain immediate customer feedback. This mind-set causes marketers to gravitate toward personal intuition and internal conversations as substitutes for consumer insights because they seem like the only options that work in a world of short time frames.
In reality, that's simply not true.
