Imagine conducting business as I write this in 2018 and being limited solely to the use of a landline phone. Somewhat scary when you ponder the limitations and when you recognize just how much these new, pocket-sized devices dictate, shape and mold the entire world we live in.

As I began to reflect back on what that world was like and how I could possibly begin to compete with someone that had readily available, ease of access to any and all information around the planet, not to even mention accessibility, it struck me just how much being behind the times would limit my chances at competing in a business landscape that is largely predicated around the notion of always finding a way to eek out even one differentiator in contrast to that of firms operating in your vertical.

I utilize that paradigm because there is a direct and, truth be told, quite obvious analogous relationship when you consider the methods used to acquire in-depth marketing insights in the form of market research.

So, as I peel back the layers of someone whom spent the better part of his early career working for one of the nationwide players in market research, conducting hundreds of focus groups for some of the biggest, most recognizable brands on the planet, I think you will soon realize indeed what a crutch we are so heavily reliant upon that is mostly (possibly entirely) based solely on familiarity. In other words, imagine rejecting the cell phone because it just didn’t have that old faithful and trustworthy cord plugged into the wall. Sounds silly, right?

Here’s the truth that is going to make most of your heads twirl, specifically if you’ve been spending thousands, if not millions, on market research insights with a traditional market research firm. They have no idea what the participants actually think and feel and the people involved to curate those speculations have not had the proper training to even remotely hypothesize a logical explanation to extract any form of reliable data.

Now, before you pick up the phone to demand a refund or “X” out this article and pretend you never read what I just said, let me talk you back from the ledge and fill you in on why it’s not their fault but rather the tools being utilized.

Going back to our example, how could you possibly be upset with someone for not answering your call from an Uber if they weren’t in the immediate vicinity of their landline? See what I mean?

In market research, you are dealing with the most complex system known to mankind throughout the universe…the human brain.

Here’s something that will literally blow your mind. Did you know there are over 100 TRILLION synapses in the human brain? For those that are wondering what in the heck a synapse is it’s a gap between two neurons that allows the brain to effectively send signals.

So, imagine trying to somehow train a market research specialist to gather adequate, relevant and objective information from just one single candidate in an hour long focus group. Then add nine people to that one group and another several hundred to round out the study!

An insurmountable task, to say the least.

Couple in the fact that the majority of candidates, whom are fully aware of the financial incentive and will largely say and do whatever they think is necessary to be selected, have to be heavily vetted just to ensure they’ve not participated in a prior (or at the very least, recent) study and you start to see how unfathomable it truly is to conduct just the operation, let alone round up enough quantifiable data to present to the client for actionable insights.

Many nights I stayed late at the office just trying to motivate my team to fill the study with enough participants for a study to even take place the following day; whereby you often find “Screeners” in the call center tweaking responses or leading the candidate in the direction of an answer that will qualify them for the study.

What’s more is these corporations then go spend millions upon millions of dollars in their marketing efforts based on this “data”.

Rethinking the strategy now?

Now, before you cut the entire market research budget let me tell you why I’m thrilled about what we’re doing at nürltec and why I’ve now decided to commit my efforts to bring about change in the industry.

One word: Technology. 

Technology is the vehicle by which we eliminate human error. Technology is the way we eliminate bias and technology is how we learn what a candidate is truly thinking and feeling without having to even ask one single question.

Through the use of neurophysiological tools and decades of experience in analyzing findings, we can not only gather significantly more accurate readings from the human brain and body but we can also do so with a fraction of the respondents. Essentially, giving you better results while simultaneously eliminating the waste from the equation and better controlling/managing your costs.

Sound exciting? We certainly think so.

We’d love to continue the dialogue with you and provide a free market research consultation to further explain the wearable technology we utilize, how it works and the insights we can gather for you to immediately put into action. We’ve completed studies as large as Superbowl Ads or as small as local mom-and-pop inquiries and can cater our study (and pricing) structure to meet your budget.

Welcome to the future of market research, where guessing is no longer what you pay for.