Researchers, are getting more courageous in experimenting and risking change. The new technologies, for example Neuro and VR, are just too exciting not to jump in and try. This in turn will change beliefs about data trust. Whereas in the past we may have insisted on only testing a real shelf, virtual may be seen as good for decision making, easier to implement and more affordable. It’s similar to the shift from finished film to testing animatics, as technology improves so does trust.
Market research is forming tighter bonds with academia as the balance shifts and marketing starts to be thought of as more science than art. Mining large data sets and machine learning make modeling more accessible for determining success drivers for ads, concepts, packages etc. We know so much more now than we did a few years ago about what drives a successful add for instance based on neuro analyses of Cannes and Effie winners using EEG and Facial Coding — the more emotions the better, change in emotion is better than only positive emotion, intense engagement in the final product shots are essential, etc. All make for guidelines to success. It is only a matter of time before there are new rules for all types of content.