Meeting the Need for Actionable Consumer Insight the Scottish Courage Perspective
Grainne Shields Scottish Courage
Introduction
In order to offer any meaningful insight into the behaviour of today's extremely sophisticated and marketing literate consumers researchers need to think beyond traditional methods of survey and discussion group and adopt more holistic approaches. This key tenant of Valentine and Gordon's paper on the 21stcentury consumer (1) is examined in greater detail in this paper. This is accomplished by illustrating how Scottish Courage approached two major projects undertaken this year in its search for greater consumer understanding capable of...