A basic principle of behavioral science (actually originally from anthropology) is that subjective measures of behavior such as surveys or interviews are almost always fraught with inaccuracies because people’s words and behaviors do not always align. Now,with the emergence of both the massive online data collection made possibly by the internet and also new biometric and anthropometric techniques of analyzing body language and physical behavior, scientists are finding that more reliable measures can be made which can be applied to consumer research, disrupting the foundation of market research taught in business school.
Marketers literally want to take consumers’ pulse – The Boston Globe.
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