Beneath the surface: The hidden world of individual buying behaviour
Kyle Findlay,Constantin Michael and Jan HofmeyrTNS, South Africa
Introduction
"…many very little living animalcules, very prettily a-moving"-Anton van Leeuwenhoek, 16931)
Branded markets lead dual lives, and many marketers only focus on one of these lives. For decades, the business world has focused on aggregate-level measures that describe its markets in familiar and reassuring ways. But, aggregate-level constancy belies the chaos2)that lurks just beneath the surface at the respondent level.
Much, although not all, of the business world tends to focus mostly on...