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4 min read Vasile Stoica
Business | knowledge.insead.edu | Aug. 10, 2018

Where Is Consumer Research Going Next?

Consumer behavior may be influenced by a host of neurobiological factors that science is just beginning to understand.

Where Is Consumer Research Going Next?

Business | knowledge.insead.edu | Aug. 10, 2018

Viewability has always been a standard of the advertising world. Who is going to see the ad? How many people will see the ad? ‘See’ being the main objective. When digital heralded a new age of measurability and, we thought, accountability, there again was viewability as the central concern for the majority of advertisers. Yet in the last ten years we have found ourselves in a conundrum, technology is irreversibly changing the way in which we consume content and communicate. As people grow increasingly immune to what they ‘see’, advertisers come up with disease-like terms such as ‘banner blindness’, perhaps in an ill-devised hope that we can ‘cure’ behaviour.
Even if audiences see digital ads, and give them their full attention (now we are talking ‘big IF’), the effect is very different to the effect traditional mediums like print and TV have on passive ready-made viewers. For the most part, people think digital advertising is annoying, not because it isn’t creative or even relevant, but because it is forced upon us in online environments which we intrinsically associate with ‘choice’ (a mere 16% watch to the