Squeezing more value from marketing information

In association with
20th Jun 2005

The market research industry is offering methodological novelties, which claim to get deeper inside consumers’ and customers’ minds. Phrases such as "the illogical consumer", "the customer experience", "the unconscious mind", "subliminal messages", "decoding the emotions" and "facial action coding systems" are occurring in the sales literature of the research firms. While there are occasionally useful new techniques on offer, often these novelties merely involve the re-packaging of existing research methods in zany new gear to make them more appealing to the jaded research buyer, and the importance of the information they provide is questionable.

This paper examines these developments, and draws some conclusions about how organisations should respond to these challenges. Professor Robert Shaw, City of London Business School

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