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The Human Side of Market Research (Feb 12, 2018)

Posted by Editorial Staff
Editorial Staff
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on Monday, 12 February 2018
in Top News

We are very happy to share this very interesting article written by Stan Knoops,Global Head of Insight, International Flavors & Fragrances

It is about the fact that human thinking is still the best way to use tools, new methodology etc. There is not any new approach which might replace the answer to quesitons like "what we do with this info":

very briefly this is Knoops thinking: "I want to emphasize the human-side of the profession. The side where we need to rely on ‘ experiment’, ‘ scan’ , ‘ gut’ and ‘a bias for action’. This is equally important to make sense of the market and consumers. Unfortunately, these skills are not automatically acquired via new tools, not even via a good education".