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After Election Surprise, Marketers Rethink How to Study Consumers

In the wake of last week's election, "marketers now find themselves asking serious questions about how they study consumers, use data and quantify the value of facts — questions about the fundamental nature of their business. Advertisers, like many others, 'may have found ourselves in bubbles of our own making,' said Rishad Tobaccowala, chief strategist for the Publicis Groupe," The New York Times reports. "Sarah Hofstetter, the chief executive of the digital agency 360i, said the disconnect between Mr. Trump’s win and the predictions from polls and forecasters threw into question 'the rules of market research,' traditionally rooted in surveys, interviews and discussions with focus groups in controlled settings." The upshot? That type of intelligence should be supplemented by "social listening" on outlets like Twitter, Reddit, and others. Hofstetter told the Times that behavioral data like what people are shopping for online should also be taken into consideration.

Read the whole story at The New York Times »

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