CHAPTER 8

Old Good Ideas Can ­Re-emerge with the New Technology and Imagination: Lessons from the History of Market Sensing

Vincent Barabba

Chairman and Cofounder at Market Insight ­Corporation (MyProductAdvisor.com), United States

Introduction

In the 1960s, as a marketing student in both college and graduate school, I was taught that if I could find out what people wanted based on their past behavior and expectations, I would have a good indication of what they might want in the future. While that may have been a reliable assumption decades ago, it has become increasingly clear during the last 50 years that past behavior is no longer the best indicator of future actions. This observation begs two questions: Has consumer behavior changed? Or ...

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