After adapting information technology to develop ever more sophisticated research methods, marketers are taking a second look at more human, qualitative approaches to tapping into the hearts and minds of consumers. As one Wharton marketing professor says: “We can put each customer’s order on a microchip, but as far as having a sense of what’s inside making him tick,” the answers remain elusive. He and others suggest that companies use both qualitative methods – such as data mining – and quantitative methods, ranging from “concept banks” to “brand communities” to customer advisory boards, always keeping in mind the cost effectiveness of these varied approaches.
Like this content? Why not share it?
There Are No Comments
Click to Add the First »
Click to Add the First »