The need to put insights at the heart of all marketing decisions is core in driving company growth. Steered by this need to show a ‘return on insights’, research activities will be increasingly engineered for impact.
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Consumers are increasingly taking on an active ‘maker’ role, shaping products and solutions. Just think about the success of crowdsourcing platforms such as ‘My Starbucks Idea’ or ‘LEGO Ideas’. This implies that, next to ‘think’, ‘feel’, and ‘do’, we should also include ‘make’ in the research mix.
What people say, does not always correspond with what they actually do. This so-called ‘say-do gap’ is visible from election polls to topics like sustainability. Wanting to understand human behavior, it is therefore not enough to focus on what people ‘think’ and ‘feel’; what they ‘do’ is another vital part of the research mix.