April 2-3, 2019
How you think about, interact and communicate with customers is based on the premise that you know who they are and how they make choices. However, traditional ways of looking at customers tend not to incorporate the role of tribalism or how people self-define which directly impacts human behavior and decision-making. What may appear to be illogical behavior to an outsider may be behavior that is in sync with a group’s values and goals.
Narrative economics provides a different way of listening and gaining insights into how your customers perceive themselves, what is important to them and how they make decisions. This session will provide ways you can use narrative economics to help you better understand who your customers are and what they want.
In the quest to win at shopper marketing, in-context research has been a key weapon in the insights professional’s arsenal. Why? What better way to understand shopper reality than a [...]
Tuesday | 9:15-9:45 | Room 5
Marketing results suffer if the messaging and design of your campaigns don’t resonate with your target audience. But aggressive schedules and lean budgets can make concept testing impossible. Discover how Dell [...]
Tuesday | 9:15-9:45 | Room 1
Emotions are an integral part of purchasing behavior in many categories but when and how do they influence consumer behavior? To answer this question, we designed and fielded two large [...]
Tuesday | 10:00-10:30 | Room 4