Times of change force the need for changes to how we do and think about marketing research. There are three broad areas for consideration:
There is nothing better for keeping an ear to the ground than a continuous stream of consumer data. When change is happening as quickly as it is happening now, point in time tracking research once or even twice a year, is just not enough. Brand Atlas is designed to enable this to happen.
Panels are just reservoirs of potential survey respondents. To improve randomness of panel sampling it is critically important that respondents get retired and that the reservoir gets continuously topped up with fresh respondents. Otherwise panels are just not random enough for the purpose of good sampling.
A revolution, but it is data without soul. Big behavioural data only comes to life when it is infused with human perception data. Brand Atlas is designed to enable this to happen.