If you only have a hammer , then every problem is going to look like a nail been a bit slow to accept more intuitive and less rational

– how can we speed up the adaptation process ?

David Lundahl : There is more and a greater diversity of information available to researchers than at any time in the past . Technology has a lot to do with this . However , technology-enabled research only advances the industry when it addresses questions of relevance ( passes the “ so what ” test ) with insights that go beyond the “ what ” of behavior to uncover insights of “ why .” For example , capturing and analyzing more data about what consumers are doing is not going to lead to relevant insights unless you have a framework to processeses that consumers use are fundamentally unchanged - most purchase decisions are still based on fast thinking that is more intuitive and less rational than has been believed in the past

with a wide range of problems . Researchers must not only listen to their clients , but also seek to past . The average time it takes for a consumer to place an item in their basket is 4.6 seconds . However , what has changed are the tools that consumers have at their disposal to make purchase decisions and the diversity of shopping experiences .

This goes way beyond online shopping through websites . It includes new behaviors ranging from showrooming , how apps are used to plan shopping trips , or the use of apps to access information at the point of purchase . Further , the shopping experiences that consumers can choose from are much more diverse than in the past . For

requires understanding not only the “ what ” but also the “ why ” of behavior . Qualitatively , observing or listening to the voice of the consumer is not going to lead to relevant insights unless you know the right questions to ask .

With humongous amount of data available at our disposal today – are researchers able to identify their customer ’ s needs / desires ?

David Lundahl : I believe the marketing research professional of the future needs to be business minded and have a before designing research solutions . Having a big enough toolbox gives you more degrees of freedom to solve a wider range of business problems . If you only have a hammer , then every problem is going to look like a nail . Yet , you still need to have the right framework to put the toolbox to work .

David Lundahl : The cognitive processes that consumers use at one big store for all grocery needs , consumers are shopping at different stores and channels for different items .

David Lundahl : Digital touchpoints along the shopper journey are changing the world of research . The opportunities are vast to generate new insights of greater relevance in the face of this change . The threat comes from researchers

knowledge of how to use it . Clients today are challenged

– most purchase decisions are still based on fast thinking that is this change .