Regardless of the technological advances and additional learning from observing consumers, traditional research tools still remain important to explore, probe, measure and triangulate. Focus groups, surveys, in-store intercept interviews, tracking studies, and in-depth interviews all have their place in any project design.
The trick in applying these more traditional approaches is to make sure the results are turned back into actionable insight and stories. No client wants a deck of charts and analysis, they want solutions and stories that they can action. Actionable insight has always been our key deliverable, regardless of the research methodology employed.