We are seeing an increasing number of market research professionals and companies exploring how prediction markets can improve market research. While there are still a number of important questions to address, we are seeing some very promising early work, in particular around using the prediction market to narrow down the funnel of new ideas or product features that are then run through more traditional (and expensive) research methods.
But don't take my word for it. Roxana Strohmenger of Forrester wrote about this trend recently on her blog: http://tinyurl.com/3uh9rfk
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