RetailWire panelists discussed one of our colleague’s argument that traditional marketing research does not include enough behavioral observation. I don’t completely agree:
It’s hard to argue with Joel’s premise that there is more room for behavioral study in marketing research. At the same time, it’s hard to paint “market research” with such a broad brush, since it’s driven by many different methodologies. Surely a lot of good market research is driven by behavioral observation in the field, just as other good research is drawn more from data about demographics, shopping history, etc.
It’s also important to keep some historical perspective about the risks of “research overreach.” Apple, for one, has been famously averse to market research before introducing products like the iPhone, iPad, and so forth. More behavioral research might have led a more cautious company to scrap these products before their launch.