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Abhishek Chatterjee

Tookitaki

In this environment, can Market Research alone predict what consumers would like?

More decisions today are made from information based on reviews, opinions, trends, etc, which are highly dynamic whereas market research depends on prior preferences and experiences. This might make market research largely irrelevant and out of date by the time of actual purchase decisions are made, thereby reducing the usefulness of research techniques like brand equity measures, etc. In this discussion we want to talk about what current enviroment might mean to market research - shift from measuring individual consumer preferences, satisfaction, loyalty, etc to make the best out of behavior portrayed through public content and context.

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