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
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
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
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
Understanding Consumer Approach to Transformational Vehicle Technologies
Two important technological developments with transformational power in vehicles are taking place side-by-side: electric vehicles (EV) and autonomous vehicles (AV). They have the power of transforming consumers’ experiences of driving their cars, or travelling as passengers, and maintaining them, possibly changing the way consumers perceive passenger vehicles in whole. The purposes and functionalities of the… Read More
Rebuilding Customer Loyalty in Hospitality
The coronavirus pandemic, with its changing virus variants arriving in multiple waves, caused havoc and serious disturbances in tourism, including travel, hospitality, and myriad of touristic activities. In some periods the pandemic waves caused almost a complete halt of travel, while in other periods there was partial resumption of tourist travelling and vacations. As hospitality… Read More
Laundry Detergent Pods Are Not Like Candies
Rounded shapes and playful colours, design features that are pleasant to the eye, can increase the appeal of a product to consumers. Visual design can thus be recruited to the benefit of product marketing. But what if the appearance of the product is misleading and might convey the wrong invitation to some consumers? For instance,… Read More
Mapping Semantic and Visual Brand Associates
Brand associates are often conceived in verbal terms, as concrete descriptions and more abstract concepts; they may be captured by single words or longer phrases that express thoughts and emotions. But brands may be linked with visual images (pictures, drawings, photos) that capture the same brand ideas, sometimes even more efficiently than verbal expressions. The… Read More
Pondering About the Post Corona Pandemic Era
While we are still deep in the coronavirus pandemic, people wonder how life will look and feel like in the aftermath. There have been major changes in behaviour of businesses and consumers since the beginning of 2020, largely compelled by concerns of people about their health and measures imposed to curb the COVID-19 disease. But… Read More
Consumer / Shopper / Customer Behaviour 