Conventional Methods of market Research are usually the “Explicit” methods like interviews (in person and telephonic) and questionnaires. These and other similar methods are incorporated to measure consumer response to products/services.
However, there are ample limitations with this kind of research processes. Despite earnest efforts, they capture only a partial view of what the customers truly feel about the brand/product/service.
Since people’s choices are governed by their unconscious associations and memories, explicit methods end up leaving the companies with limited knowledge regarding the reason behind a particular buying or non-buying pattern.