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

Working Towards Display of Less Merchandise in Stores

As consumers purchase online more frequently, and in larger volumes, the experience of shopping in brick-and-mortar stores is changing. Consumers these days could be looking for something different than before when shopping in stores; and so, the roles of physical stores also have to be modified with the changes in consumers’ tastes and shopping behaviour.… 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

Facilitating Shopping With Visual Search

Consumers frequently tackle a difficulty when trying to trace a product similar to one they have seen somewhere and they wish to purchase. It could be a product already in their possession at home and they want to replace or complement it with a new one that looks alike, or it may be a product… Read More

A Combined Impact of Sight and Touch on Product Choice

There is ample research and articles on the roles and effects of each of the five human senses (vision, auditory-hearing, olfactory-smell, taste and touch) on perception and higher-level cognition, emotions, decision making etc. But the senses very often do not operate in isolation from each other — two or more senses can be activated together… 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

Retail in Recovery

Wherever relief from COVID-19 is evident, we can see signs of recovery in offline retail, that is at physical stores and shops. In the first months of 2021 countries have lapsed again into third and fourth waves of COVID and lockdowns, which caused a reversal of earlier signs of recovery experienced. But where a recent… Read More

Designing Customer Experiences Around Personas

When mapping customer journeys, it would help to design and direct them with regard to personas of customers, ‘profile’ concepts of plausible types of customers that seem real and approachable. Having the image of a customer before one’s eyes with human traits, background, attitudes and preferences, can make it easier to plan and prepare for… Read More

Making the Environment a Factor in Business and Marketing

The 21st century faces humanity with multiple considerable challenges — economic, social, and environmental. The Corona pandemic added a salient physical challenge, by affecting our health, which is argued to be related also to environmental issues. Climate change is the most burning issue, per se, that receives top attention, and requires action. There is an… Read More