Marketing in a Changing Society: Two Case Studies Demonstrating the Importance of Qualitative Research for Marketing and Product Development Decision Making

Jennifer Scott and Michael Cohen

Changes in marketing environments have, in many cases, rendered traditional company-to-consumer marketing and communications strategies insufficient, as the need to target, communicate, and address the needs of different constituencies has increased.

Marketing in a Changing Society: Two Case Studies Demonstrating the Importance of Qualitative Research for Marketing and Product Development Decision Making

Michael CohenARC Consulting, United States andJennifer Scott KRC Research Consulting, United States

INTRODUCTION

Researchers and decision-makers today are faced with consumer markets of unprecedented complexity and unpredictability. This is particularly true for those attempting to market their products or services to multiple consumer populations, with competing needs, attitudes and purchasing patterns. Strategies for advertising, communications and product development can no longer rely on the stereotypes and intuitive judgements to which decision-makers have often deferred in...

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