Abstract:

This presentation discusses cutting-edge research methods for predicting consumer behavior including qualitative and quantitative research and methods that measure subconscious response. A case study from a major US women's apparel retailer illustrates how these methods, drawn from multiple disciplines including Psychology, Sociology, Anthropology and Neuroscience, combined to deliver data that accurately predicted sales over the Mother's Day weekend, 2010. A thorough discussion of the methods used, and guidance on how to successfully integrate research methodologies, is included.