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Today, consumers are bombarded with marketing communication, making it very difficult for brands to differentiate themselves. Digital-first companies can rely on a variety and richness of datasets which is not always matched by more traditional...
Why do some people own 50 pairs of shoes and are already busy buying the next pair? Based on the success stories of Chanel or Louboutin, unusual research combining observations and scientific findings helped generate new insights for luxury brands.
In this paper, we will introduce a relatively new technology, the MouseTracker, a method that we have integrated in classic in-depth interviews. This has allowed us to get richer insight on three critical business decisions: - How do we segment...