There are so many changes and developments that have taken place since the start of the 21st century to talk about — social, technological, and environmental; the social dimension includes both socio-economic and socio-political changes. Consumers are affected by the shifts that surround them, modifying and adapting their behaviours of shopping, purchase and consumption. In… Read More
From Research Findings to Business Decisions: Reporting or Telling a Story?
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
A Road Map to Customer Insights
In the crossroads of marketing research and customer research, a field of customer insights is flourishing. Instead of talking merely about research findings and conclusions, practitioners (managers and professionals) are developing and discussing customer insights. The term ‘insight’ does sound deeper and more clever, with potentially more ingenuine and farther-reaching meanings and implications. Especially when… Read More
Between Experience and Loyalty: The Case of Retailing
There is broad agreement, growing over the past decade, about the importance of improving and enhancing the experience of customers with companies, their brands, products or services. The journeys customers undergo, from shopping and purchasing through on-going service and support, should be streamlined and facilitated to make customer experiences more friendly and productive. It is… Read More
Recording Open-Ended Answers in Video
A new capability has been added to consumer and customer surveys in the past few years: Capturing the answers of respondents to open-ended questions in video, recorded in particular by a respondent on his or her mobile phone in selfie-mode. For many users of smartphones it should come as a natural and instinctive way to… Read More
Consumer / Shopper / Customer Behaviour 