Take the pulse on impulse

Dwight Watson

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of accuracy, and b) the degree to which purchase details can be linked to specific time and location data.

Taking the Pulse on Impulse

Dwight WatsonConsumer Panels Asia Pacific, ACNielsen, Hong Kong SAR

PREFACE

A core issue for market research professionals has been the need to provide accurate consumption and purchase pattern data for fragmented categories. This level of information is critical both to provide clients with core management indicators and also to provide a baseline for motivational and purchase decision studies in these categories with their plethora of brands and purchase opportunities. The need to address these issues is becoming more critical and as consumer lifestyles develop we are witnessing major shifts in their consumption behaviour regarding...

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