Emotional reactions; could it unlock the "why" behind data?

21 October 2016

Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.  In our recent report on the state of the UK market research industry, we found that the growth of the analytics market by more than 350%, along with new technologies such as neuroscience and behavioural economics, has come at the cost of the more traditional research methods, with the use of traditional surveys and particularly telephone surveys “declining at a rapid rate”.  Now, Marketing Week have run an interesting article which investigates this rise in new methods of understanding people's emotions and more importantly, the "why" behind the data.

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