Wake-Up to Your Energy Drink
Every now and then people need a little help to ‘boost their energy’. To the rescue comes the ‘energy drink’ (e.g., Red Bull, Monster, Rockstar, and more recently Prime). It
Category: Consumer
A Spotlight on the Gap Between Purchase Intention and Actual Behaviour
Rick, who is unhappy with the increased frequency of repairs that his current car requires, intends to buy a new car to replace it within the next six months. Sandy,
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
Conjoint and MaxDiff: Choice-Based Methods for Measuring Consumer Preferences
Choice-Based Conjoint and MaxDiff (i.e., Maximum Difference, also known as Best-Worst scaling) are advanced methods for measuring and estimating consumer preferences by means of choice experiments and discrete choice models.
Let Segmentation Go Deeper
Consumers may differ in their demographics, lifestyles and personality, tastes and preferences, attitudes and behaviour. Consequently, a couple of consumers who differ on any of these characteristics may experience differently
Globus: A Department Store Changes Its Face
A visitor returning to the flagship department store of the Swiss chain GLOBUS in central Zurich after a long absence is headed for a surprise. The visiting shopper is about
The consumer perspective on commercial DNA testing: crucial concerns
Consumer welfare at risk A genetic health test can tell if an individual is genetically predisposed to develop cancer. Seeing as the tests are far from accurate, however, results can be misleading. If an individual takes a