In today’s fast paced environment, organizations need to be agile. Digital transformation enabled by technology is influencing consumer behavior in ways that are hard to predict and plan. Consumers are increasingly connected and prefer digital over analog mediums to identify and purchase what they want, when they want it, and how they want it.
As a result, the whole consumer decision ecosystem – from awareness to purchase – is in transition and will continue to be for the foreseeable future. Agile, trusted, and actionable measurement of evolving actual behaviors is fundamental to understanding drivers of choice, and indicator of brand’s long-term connection to consumers.
Current research tools are not able to measure the automatic/nonconscious part of the brain and do not provide real-time and real-life measurement.