As strategists, we spend a lot of our time doing consumer research because the foundation of our work lies in our understanding of the audience. But we’re still challenged when it comes to high-involvement categories like personal care, pet care, travel and hospitality – which require a deeper understanding of audience behaviour and perception.
Traditionally, our audience understanding has come from primary research backed by learnings from secondary research. Its value is derived from the fact that it comes directly from the consumer and, therefore, is the most accurate. And, while we all have had a lot of success with it, primary research is not without its limitations. One problem is
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