Consumer & market insights (CMI) in the data age: an epistemological analysis of market research, consumption heuristics, and predictive intelligence
Consumer & market insights (CMI) in the data age: an epistemological analysis of market research, consumption heuristics, and predictive intelligence
DOI:
https://doi.org/10.51473/rcmos.v1i1.2025.2181Keywords:
Consumer Insights. Market Research. Behavioral Economics. Predictive Intelligence. Corporate Strategy.Abstract
The metamorphosis of human behavior in a hyperconnected society requires market research to transcend its traditional methodological boundaries to incorporate the analytical rigor of data science and cognitive psychology. This scientific article proposes a theoretical investigation into the evolution of Consumer & Market Insights (CMI) as a vector of strategic governance in global corporations. The methodology is based on a systematic bibliographic review, correlating Malhotra's (2019) classical research theories with Kahneman's (2011) behavioral economics axioms and Davenport's (2014) analytical intelligence paradigms. The study dissects the epistemological transition from analog to digital methodologies, the role of CMI in mitigating innovation risks, the triangulation of advanced qualitative-quantitative methods, the impact of heuristics on purchasing decisions, and the application of machine learning in trend prescription. The results demonstrate that contemporary market research is no longer a retrospective diagnostic tool, acting instead as the central nervous system of organizations. It is concluded that building sustainable competitive advantage depends on the ability to translate metadata into actionable intelligence, subordinating product development to the decoding of consumer behavior.
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References
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Copyright (c) 2025 Mariana Ugo Luques Leal (Autor)
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