Abstract:
In order to make informed growth decisions, it is helpful for retailers to be able to find consumers in the population who 'look like' their current customer base. Insight Research Group conducted this type of analysis for a Midwestern U.S. retailer in 2004, and this case study provides an exciting example of how researching current customers can translate into a national growth strategy. Both qualitative and quantitative methods were used to develop a rich profile of the current customer. This psychographically-based portrait of target customers offered a filter through which this retailer could make informed brand-right strategic decisions.
Research Papers
How can premium brands survive during an economic recession?
Catalogue: Latin America 2005
Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz
Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.
October 23, 2005
Magazines
Research World (January-February 2016)
Catalogue: Research World 2016
Author: ESOMAR B.V.
 
February 15, 2016
Magazines
Marketing and research today (May 1996)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
May 1, 1996
