During consumer interviews last week it occurred to me that consumer researchers are have become pigeon-holed by traditional methodologies and techniques. So many times we rely on and default to what has always worked before. But is it really ‘working’ anymore? Are we thrusting forward or are we simply going through the motions?

Maybe part of the problem is that a path of predictability has been over the years in research: Take, for example, online surveys. Consumers have become so familiar with this classic method, that they know what to expect and how to answer. I realized this when I was using VS Research creative questioning techniques to get one consumer to think outside the box on how the package was ‘speaking’ to her and she replies: “Are you just trying to ask me if this appeals to me or if I would buy this?” – as if it would be simpler to just cut to the chase and ask the question flat out. I was amazed. Immediately it was clear to me how more there is to consider when asking questions, especially when asking them online. The consumer has become ‘trained’ by old-school methods and they are falling back on those experiences. Even the context of a simply ‘taking an online survey’ can shift how consumers might go about answering those questions.

So what does this mean? It means it’s time to break the mold, to create new ideas and come up with new methods through renovating techniques , and crafting new VS Research methodologies that add a twist to classic methods.

“The problem is never how to get new, innovative thoughts into your mind, but how to get old ones out. Every mind is a building filled with archaic furniture. Clean out a corner of your mind and creativity will instantly fill it.” (Dee Hock, founder, president, CEO, VISA International)