New ideas, concepts and models are very
difficult to measure. There is no frame of reference. As product life-cycles
are shortening at an immense rate, traditional market research both
quantitative and qualitative can sometimes be more of a hindrance than a
help. It is good at measuring the past and present.
Besides, traditional research has the drawback
of relying on what consumers say, which is often different from what
they actually think and do in real life. People don't know what they will do
until they face an actionable decision.