Is traditional Market Research valid?

Response rates are going down. The idea of a statistically random sample is more and more difficult to achieve. When we moved from door to door, to telephone and mall intercept we lost much. Moving to the Internet has compounded the problem.

New ways to understand consumers have to address a new paradigm. People want to express themselves - but not by completing questionnaires. They want to be able to talk in ways which are not constrained by forms. Yet companies are reluctant to listen. Improved techniques allow business to really listen to consumers and customers. Our Wise Window tool is one of these.