We all have that friend, the one who sends you that meme that was funny 3 months ago – or they text you “have you seen this?” and it’s a video that went viral last year. They’re never up to date with what’s current on social media.
This friend is a lot like market research in a way. Market research, in the traditional sense, provides old outdated information – stuff that was relevant months ago, but isn’t anymore.
Why? Because market research, in the form of surveys, focus groups, experiments etc. takes time – a lot of time. When it’s all said and done, and the data has been collected, documented, and organized – the insights one can derive from it is already yesterday’s news.
So, in a world where it seems like things are changing constantly, especially online, you can’t use old insights from months ago to sell something to someone …