An improved, practical model of consumer choice

Len Marchant

Independent consultant

Phil Prescott

University of Southampton

Nic Jackson

Acet Limited


A fundamental marketing problem is how to develop a framework for understanding consumers’ brand choices and an associated methodology for researching it. Ideally the framework and methodology should meet both qualitative and quantitative needs, so that transitions between operating in qualitative and quantitative research modes can be seamless. The aims of both qualitative and quantitative researchers must be to keep respondents engaged throughout the interview, to pose straightforward questions which respondents can answer simply to their own satisfaction, to maintain an easy flow of information from the respondent, to stay focused on essentials and to avoid techniques which inhibit efficient communication.