Abstract:
Marketers have always asked researchers for a model that represents consumer decision-making in an easy-to-work-with format. Naturally, researchers have tried to simplify the real life context to an often-linear step-by-step process, from need via choices and preferences towards purchase. ?As the modern consumer world becomes more fragmented, influencing touch points increase while consumers appear to act more flexible, and this is where Happy Thinking People takes up the challenge. A well-synchronized hybrid mix of ethnographic, gaming and qualitative online approaches captured the complexity of today's decision-making endeavour. The result is a matrix of surprising insights and a model that will improve consumer understanding, and make every retailer re-think their consumer touch points.
Research Papers
Impact
Catalogue: Asia Pacific 2016: Get Connected!
Author: Tom De Ruyck
Company: InSites Consulting
May 19, 2016
Research Papers
Getting the full picture
Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Mauro Fusco, Pepe Tomás, Carlos Ochoa, Joaquim Bretcha
Companies: Netquest, KANTAR TNS Malaysia
June 15, 2015
Research Papers
Hooked on shopping
Catalogue: Congress 2015: Revelations
Authors: Andrew Consky, Steve Payne, Vicki Draper
 
October 1, 2015
