Matt BrittonFounder & CEO powering AI-driven consumer insights

"Market Research Needs to Change" By Matt Britton #AskSuzy

Name: "Market Research Needs to Change" By Matt Britton #AskSuzy
Uploaded: 2018-10-17T03:00:07Z
Channel: Matt Britton
Description: Matt Britton argues that traditional market research (long questionnaires) is outdated and should evolve toward super-short, mobile-centric, short-form…

17 Oct 2018

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Matt Britton argues that traditional market research (long questionnaires) is outdated and should evolve toward super-short, mobile-centric, short-form feedback tools that consumers can use quickly ("built for the flick"). He uses a restaurant anecdote to show consumers won't answer long surveys and mentions building Suzy as an example of a tool tailored to modern mobile consumers.

I think market research needs to change. If you think about it, if you're standing outside a restaurant and somebody's walking out and you're like, how was the restaurant? They're like, oh, the steak was good. I didn't love the service. They're not going to answer 20 questions about the restaurant for you. That's where I think market research needs to evolve to. It needs to be super short form where consumers can enter it and have it be built for the flick, not have them fill out a long questionnaire. So in part of building, Suzy, it's really understand this new consumer, this mobile, centric consumer, and building sort of a tool for them that will allow them to easily give feedback in ways they want to.