New trends in innovation and customer relationship management: a challenge for market researchers

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps).
  

New trends in innovation and customer relationship management: a challenge for market researchers

Stan Maklan, Simon Knox and Lynette RyalsCranfield University School of Management

THE PARTICIPATORY TREND

It is becoming harder to decipher the modern customer through our traditional market research methods alone. The 'new consumer' often defies neat categorisations offered by market segmentation, and exhibits apparently contradictory or inconsistent patterns of attitude and behaviour that may make interpreting survey-generated data challenging. Groups and depth interviews can provide additional customer insight but are still not strongly predictive of behaviour. With respect to companies'...

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