This article consists of two parts:
Part 1 – discussed the trends in sales and communication channels leading to channel abundance.
Part 2 – covers how this channel abundance will impact the future, much more scattered, consumer landscape, and the implications for consumer understanding and consumer insights managers.
Over the years, the amount of data accessible to marketers has been growing substantially. And this will continue for a while. However, with the growing amount of accessible data, the difficulty in utilizing it and the aggravation it brings has also been growing. This brought a new era: the era of creativity.
Previously published on Research World
Report of the IIEX Europe 2020 conference on 25 and 26 February the Beurs van Berlage in Amsterdam
New technological applications in market research have matured. Many really useful applications are available on the market nowadays. But market researchers still seem unable to get a hold of their own target group, the marketers. In a nutshell, these are the conclusions I drew after 2 days of walking around IIEX in Amsterdam (25 and 26 February). The fair is the annual innovation party of the market research world.