As part of his series on rethinking market research, Colin Strong calls for a greater focus on longitudinal research as part of a bigger discussion on the need to update our consumer model.
We like to think that as humans we have a consistent outlook on the world. If you ask us our attitudes on an issue today then we think these are not likely to be very different to the attitudes we held last week, last month or even last year. Yes, the argument goes, these may shift around a little but fundamentally they remain stable. The idea that we are consistent is important to us as human beings.
Read teh whole article here.