Imagine exponential-growth-impact of techological innovations (faster, smaller, cheaper, better)

When trying to understand the impact of exponentially growing techological innovations (faster, smaller, cheaper, better) on our Marketing Eco System, we often - unconsciously - assume a linear growth. But if you think about it, if you have a lily pad and it just divided every single day....two, four, eight, 16....in 15 days you have 32,000. What do you think you have in a month? We're at a billion.

Try to start to think exponentially to imagine how leveraging cross-disciplinary, exponentially growing technologies is affecting our Marketing Eco System.

In case of understanding consumer behavior: from cheaper, but higher-resolution MRI-scans to improving mobility of neuro imaging and next level real-time data-gathering & -visualization tools.

In case of healthcare: from low-cost gene analysis to the ability to do powerful bio-informatics to the connection of the Internet and social networking.

An interview is not enough to stay connected with the consumer

Consumer behavior and (buying) decisions are poorly predicted by what people say about it in advance. Not because the person is lying, but simply because people are unaware of what they really think of your product or service.

Consumer behavior is 95 percent driven by unconscious motives and preferences. The part of the brain that controls decision-making, doesn't control language. Just using an interview or a survey (verbal measures) is not reliable enough to stay connected with the consumer.

There are several methods to stay connected with the consumer. A multi mode research approach, a combination of methods of verbal (interview/survey) and non-verbal measures (eye-tracking/EEG/fMRI/Google-analytics/store level analytics), will provide the deepest insight.