In the first of a series of vlogs, we explain ‘why answers are not always the answer’ in market research through the unusual lens of modern art. The rise of behavioural science thinking in market research has presented an uncomfortable truth about the flaws with traditional consumer research methods where direct questions and self-report don’t always provide the right answers.
In 1999, two contemporary artists Komar and Melamid wanted to make the perfect piece of art, the piece that would sell. So they asked people across the world what they wanted. Based on the answers, the final paintings accurately reflected the “most wanted paintings” for each country. You may however notice a similarity between the paintings which highlights what behavioural science tells us about traditional consumer research approaches.
Asking direct questions (in surveys, focus groups etc) doesn’t always provide the best answer, whether it’s a painting or a new product, which is why we immerse people in real world context (using AR and VR) to better predict behaviour in the real world.
Check out our case studies and let us know if you’d like to know more.
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