More on the Splinternet and Market Research
I spent some time this weekend catching up on some reading and enjoyed this still rather recent blog post by Joel Rubinson on What Marketing Research needs to learn from Behavioral Economics. Joel’s comments on what he termed “Heat(ing) up the respondent” suggest - engaging a respondent when they are in the desired need state in relation to their consideration (First Moment of Truth) or use (Second Moment of Truth) of a product or service – may yield a more developed heuristic on the decision-making process and may also result in a more keen and actionable insight.
In my post Does the Splinternet create a golden age for Market Research below, I focused on the ability of intelligent devices to get closer to these moments of truth. After reading Joel’s blog, I also wonder about the ability (and also the implications) of using such devices to “heat up the respondent”.
What do you think?
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