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What’s NEW in Market Research Techniques?


Market research methods and techniques have moved beyond traditional surveys and focus groups to glean deeper insights into consumer purchase decisions and behaviors.  Today’s newer methodologies have enabled a shift from self-reporting “how do you think you will behave?” to “I know how you actually behaved,” or observational research.

New biometric research techniques measure a subject’s physical response to stimuli, e.g., a television commercial.  They give marketers valuable data that a subject might not be able or willing to express verbally.

For example: In the hunt for a better connection with consumers, Campbell Soup Co. is relying on new neuromarketing studies to guide the redesign of its condensed-soup packaging. The research looks at physiological responses to marketing– such as perspiration and increased heart rate.

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