In product innovation, a company needs information about consumers, existing products and the competition to build-on when developing its ideas, concepts and designs for candidate products. It is usually a multi-stage process that involves planning, research (i.e., market, consumer & product), development and testing wherein information from different sources is likely to flow-in all the… 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
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
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
Consumer / Shopper / Customer Behaviour 