The problems of classical market research

May 11, 2015 General information

In the run-up to the British elections, the big polls were totally off the mark. In retrospect, the reasons are sought. reports an article about it. As one possible reason is mentioned, quote: “… that there are many “shy” Tory voters who dare not stand by their true electoral intentions …”

That interviewees do not say what they really think is one of the problems that market research is struggling with. It is and remains difficult or impossible to decrypt the black box of the consumer.

As stated in the article at the very end, predictions based on data analysis yielded better results. I am convinced that this is the case with many questions in campaign controlling. I would like to point out that this is not a fundamental vote against classical market research, because this has its justification in the context of a comprehensive consideration.

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