What is the role of insight in a highly targetable world?
Today brands are able to target consumers based on their past purchase behaviour, their implicit demographics, their social graphs, their location – an ever increasing and more detailed list of variables. In this context, what is the role of ‘market research’? Are attitudinal segmentations based on a 40 minute survey relevant any more? Or are behavioural cues and context better at generating leads and sales through timely targeting?