How Lowe's is adopting new market research techniques to understand its customers

This event report explains how Lowe's, the US home improvement retailer, is sceptical of market research and has developed an 'innovation lab' with partners.

How Lowe's is adopting new market research techniques to understand its customers

Stephen WhitesideWarc

Marketing research has been called many things – slow, incomprehensible and an obstacle to creativity among them. But these terms almost seem like a compliment when compared with the views of Kyle Nel.

"Let's talk about the indescribable, indestructible, nothing-can-stop-it blob that is marketing research," said Nel – the director of Lowe's Innovation Labs – in beginning his address to the 2014 Neuromarketing World Forum, an event held by the Neuromarketing Science and Business Association in New York during March 2014.

And his description of...

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