Consumers are becoming savvier, more fickle and more elusive. They no longer follow straight paths to purchase.

Instead, they now consult review sites, ask friends, look for likes on social media, seek price comparisons and search for online discounts. Moreover, making their dissatisfaction public is only a click away.

Brands need to engage with consumers in these new channels. Market research can tell them. But it must change its tools to align with this complex multi-channel landscape.