In recent years there has been a growing concern amongst research buyers regarding the usefulness and reliability of opinion polls, in general, and the predictive adequacy of attitudinal metrics, in particular. With the growing use of big data, many clients are questioning the ability of stated attitudes or ratings of corporate reputation to shape stakeholders’ behaviour. Many are expecting research to predict specific behaviours, similar to the way that seismologists predict earthquakes or meteorologists the weather. Many clients ask us why we are so slow in adopting a “new thinking”, often mentioning behavioural economics or the “herd theory”, for example.
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