It is a challenge that follows marketing and consumer research for many years: How to get not only the interest of business decision-makers in the findings from research but also their readiness to implement their lessons from the research? More than being intrigued and interested in the details of analytic findings, business decision-makers (e.g., owners,… Read More
Conjoint and MaxDiff: Choice-Based Methods for Measuring Consumer Preferences
Choice-Based Conjoint and MaxDiff (i.e., Maximum Difference, also known as Best-Worst scaling) are advanced methods for measuring and estimating consumer preferences by means of choice experiments and discrete choice models. Conjoint Analysis is a veteran methodology, initiated in the early 1970s, for measuring multi-attribute consumer preferences, based on ranking order or rating evaluations of product… Read More
Let Segmentation Go Deeper
Consumers may differ in their demographics, lifestyles and personality, tastes and preferences, attitudes and behaviour. Consequently, a couple of consumers who differ on any of these characteristics may experience differently the same event or activity, service episode or product usage (e.g., by the thoughts and conclusions, feelings and emotions the experience evokes in each consumer).… Read More
Globus: A Department Store Changes Its Face
A visitor returning to the flagship department store of the Swiss chain GLOBUS in central Zurich after a long absence is headed for a surprise. The visiting shopper is about to encounter on entry a completely different landscape — bright and flashy, with a large avenue stretching from the front entrance (on Bahnhofstrasse) to the… Read More
Marketing-Driven Financial Valuation of Brands
Assessments of the monetary value of brands has long interested and motivated the management of firms, and their investors. From a business perspective, the financial value is a preferred measure of brand equity or return-on-investment in brands. But a brand is a marketing-driven and consumer-based entity, and hence one cannot detach the financial value of… Read More
Digital Changes Coming Ahead for Marketers and Consumers
The digital landscape in marketing and e-commerce is fluid and evolving continuously. In the meantime, the patterns and habits of consumer shopping behaviour also keep changing. Most notably in recent times, consumers were driven to modify their shopping behaviour due to restrictions imposed during the course of the coronavirus pandemic. However, consumers have had to… Read More
Differences and Conflicts Between Metrics of Response to Customer Service Calls
First Call Resolution (FCR) is a key performance indicator for service call (contact) centres. The indicator pertains to success in achieving a resolution to a problem or an issue raised by a customer in his or her first call made to a contact centre. The metric of FCR success rate (%) usually concerns phone calls,… Read More
As Airplanes Fly Again: Recovery & Disruption
Two years ago there were strong concerns that it could take two to five years for the air travel industry to resemble its operation in 2019, prior to the Corona pandemic, mainly in terms of volume of passengers and scale of aircraft fleet in use. It was predicted that resumption of air passenger travel as… Read More
When Solving More Complex Problems
Once in a while consumers face more complex and difficult problems they need to solve in order to achieve some end goals. These problems are likely to be compounded by multiple decisions, and furthermore, some of the decisions could be inter-related or interdependent. In the process of problem solving, consumers may be required to perform… Read More
Shopping in Social Media Platforms
Next to socialising activities in online social media networks for leisure or work, in business or politics, users also engage in shopping activities on these platforms. In particular, consumers search and check information there on their prospective purchases. Moreover, consumers tend to spend more time in social media websites, especially the younger ones (i.e., Generations… Read More
Consumer / Shopper / Customer Behaviour 