Session 5 has been over for over a week. That I'm writing today about it is testament to the immense research backlog I had first to clear before I could get here.
Session 5 dealt with qualitative techniques in general and in marketing (i.e. on the demand side) in particular. We viewed both observation techniques and communication techniques too (e.g. Surveys in earlier sessions).
The unpredictability and persistence of habit patterns in consumer decision making is a big deal from the analytics point of view. The star reading - the target case - also made the case for a combination of qualitative marketing insights and analytics capabilities to make things happen.
Some new techniques are coming up that promise even greater insights than current ones into sub-conscious habits and consumptiontriggers. The biggest among them is the fMRI machine. Below, I link two good articles for beginners that talk about fMRI use in Marketing in more detail.
This Is Your Brain on Marketing Up close and personal with fMRI By Chip Bayers (Adweek)
Functional Magnetic Resonance Imaging (fMRI): A New Research Tool
I will have nothing more to add other than the 7 big take-aways from the course at the end of the session 5 slides.
The next few blog posts here will reflect group homework assignments. So watch this space.
Sudhir
Hey nice story... I love the way you presented whole story, Thanks for sharing such a useful information with us.Network Analytics Market Report | Enterprise Social Software (ESS) Market Report
ReplyDelete