Wharton MBA’s Martin Lautman Ph.D on Mobile Video Qualitative Research and mindswarms


In a collaboration between Wharton MBA’s Marketing class and mindswarms, students under the guidance of Martin Lautman Ph.D tested early stage concepts with potential target audiences. Some of the student concepts went on to get venture funding, others pivoted based on the feedback they got via mindswarms.


Although Dr. Lautman is a strong advocate of the power of Big Data and A.I., he feels that the field is largely analytic, and not interpretive.


The missing piece, according to Dr. Lautman, is the lack of emotional understanding behind the numbers that Big Data provide. mindswarms, he says, taps into how humans relate to information more intuitively, and completes the picture to provide more sound guidance.


Download the highlights of the video transcript here.