Lecture slides and materials - A. Consumer insights & value - Consumer insights: How?
4 important questions on Lecture slides and materials - A. Consumer insights & value - Consumer insights: How?
What are the two consumer behaviour steps and the two marketing strategy steps in the consumer insights cycle according to Peter & Olson (2010)?
- Consumer behaviour:
- Consumers: Affect and cognition, Behaviours and environments
- Consumer research and analysis
- Marketing Strategy:
- Marketing strategy development
- Marketing strategy implementation
What are the four steps, from left to right, of the top part of the customer insights engine according to Van der Driest (2016)?
- CB & Research: Data sources
- Consumer insights:
- Integration
- Insights generation
- Actions
What are the four steps, from left to right, of the lower part of the customer insights engine according to Can der Driest (2016)
- CB& Research: Innovation inputs
- Consumer Insights:
- Experimentation
- Dissemination
- Organizational capabilities
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What are the three things not to do in consumer insights?
- Controversial issues
- Linked to "two ways of knowing" (Sawhney 2004)
- Changes in possibilities -> changes in thinking (can den driest et al 2016
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