Fast.MAP Marketing-GAP research-IDM-sponsored questions

Abstract

For 9 years, research firm fast.MAP has been surveying consumers about their reactions to a range of marketing activities and asking marketers to anticipate what their responses will be. The difference between these two sets of answers is the 'marketing gap', which reveals where marketers have got out of step with consumer attitudes. This article reviews the findings from the most recent survey and a set of questions sponsored by the IDM. These reveal some important differences between expectations among marketers about the adoption of technology and social media compared with the reality among consumers. © 2013 MACMILLAN PUBLISHERS LTD.