https://embed-ssl.wistia.com/deliveries/7ee918a1d06a8dd152324fc77212dfe5.mp4
The biggest single long-term change that data and research provides should embrace is a move from explicit to implicit data.
Relying on or putting faith in claimed purchase intent is like a habit that the industry won’t shake off. Those metrics are so poor and so poorly validated that even as directional metrics, they are of such little use and so outdated. I understand
it is not easy to move every metric to implicit right now, but I am a big fan of those that are trying to do
and of clients that embrace the effort to move forward with methodologies where consumers don’t know what you are asking them and are not preprogrammed and biased to a certain way, which you see all the time in sorts of explicit research.