Abstract:
Context is everything! The impact of context on human behaviour has been widely demonstrated in numerous experiments, both academic and marketing related. People donât always do what they say because they generally donât have a clue what they are going to do, or because the context changes. Traditional marketing research far too often relies on âacontextualâ methods and declarative measures to make statements about current and future attitudes and behaviours. Haystack and Heineken have conducted a study to prove that beer can be best researched in a context similar to the context where the interaction with the stimulus (beer) usually takes place, and that behavioural and implicit measures - as opposed to declarative KPIs - are better predictors of sales success.
Videos
Contextual actions speak louder than words
Catalogue: Congress 2015: Revelations
Authors: Sjoerd Koornstra, Jasper Scheir, Ludovic Depoortere
Company:
June 15, 2015
Research Papers
Beer: The perfect fit with your meal instead of wine! Dream or reality?
Catalogue: Congress 2017: Visionary
Authors: Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen, Wim Hamaekers
Company:
August 31, 2017
Videos
Beer: The perfect fit with your meal instead of wine! Dream or reality?
Catalogue: Congress 2017: Visionary
Authors: Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen, Wim Hamaekers
Company:
September 10, 2017
