12.12.2024
Digdeep Podcast: Why Doesn't Google Know What We Really Want, Julia Urbahn?
News From the Digital World by MCML PI Frauke Kreuter and Christof Horn
In episode 128 of #digdeep, Dr. Julia Urbahn, founder of the Swiss market research institute Intervista, joins as the guest. Intervista specializes in qualitative surveys, price analyses, and other insights for both B2C and B2B markets.
The discussion focuses on the continued importance of traditional market research in an era dominated by digital behavioral data from platforms like Google. Dr. Urbahn emphasizes that understanding the why behind human actions is far more valuable than simply knowing the what.
She also highlights how digitalization benefits market research, noting that people tend to be more honest with digital surveys than with human interviewers. Drawing from her experience running Switzerland's largest digital panel, she provides a unique perspective on uncovering the motivations behind consumer behavior.
Just listen in (podcast in German).
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