Research tools cloud truth

Alan Mitchell asks whether marketers have lost touch with the consumer (MW September 27). I would reject this argument – on the grounds that there is little evidence to demonstrate that marketers have ever understood the customer.

Armed with their CHAID analyses and their residual mean squared errors, companies may think and claim to know their customers. But marketers are fooling no one but themselves if they believe that they can “really” understand the consumer.

Gary Boyes

Senior Research Fellow

International Institute of Banking and Financial Services

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