After Election Surprise, Marketers Rethink How to Study Consumers - The New York Times

The scope of the #BlameFacebook meme expands; meanwhile, I suspect many marketers are recalibrating their models in terms of the extent to which consumers are apt to buy into destructive cons when relentlessly fed brazen fearmongering lies

"“It’s a wake-up call,” she said. “One data set is not going to give you the full picture, because with people, what people say is not always what they think or what they do, whether intentional or not.”

At the same time, advertisers are prepared for a new period of second-guessing any customer data, whether it has been gathered internally or supplied by the brands they work with. Some of that is rooted in recognizing the one-sided nature of the world they experienced on Facebook and Twitter during the election.

“In a world of social and filtered media, we are not getting enough signals that we might be wrong,” Mr. Tobaccowala said. “All marketers must actually look for evidence and actually search out why they may not be right.”"

After Election Surprise, Marketers Rethink How to Study Consumers - The New York Times