Articles

Using eye-tracking to understand and predict consumer choices - Cathy Yang @Fotolia-Sergey Nivens

Exploring consumer preferences is an essential step in predicting consumer purchase decisions for companies. And yet, market research often wrongly assumes that consumers rationally base their decisions on all available information. A new model addresses this flaw by using eye-tracking data to measure how consumers collect information and improve the understanding and prediction of consumer (...)

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In our connected world, hardly any consumer would imagine making a purchase, online or even (...)

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Xitong Li crafted a study with a clear purpose: to find out if deal promotions like those offered (...)

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Marketing Strategy28 October 2015

Yes, the Chief Marketing Officer does matter

It's often difficult to quantify the results of marketing campaigns, and chief marketing officers (...)

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Marketing Strategy15 July 2015

What does the future hold for luxury?

Like other markets, the luxury sector must cope with the inexorable shift toward digitalization, (...)

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Consumer Behavior18 May 2015

“Law and order” in online communities

People join online communities of consumption (OCCs) because of a shared interest, but they do not (...)

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Marketing Strategy30 October 2014

How to optimize the marketing and sales interface

While it is useful to know how to coordinate marketing and sales functions to enhance their (...)

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To ensure that your innovations are a success, involve the consumer from the start of the process! (...)

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