Consumer understanding in the age of entrepreneurship: using experimental psychology and online testing to massify research

This article argues that online research offers the best way to democratise consumer understanding, making consumer research (CR) methodologies available to companies of all sizes.

Consumer understanding in the age of entrepreneurship: using experimental psychology and online testing to massify research

Alejandro Salgado-Montejo, Carlos Velasco, Carolina Maya, Andy T. Woods and Charles Spence

Introduction

Consumer research (CR) is a premium product offering which often represents an unaffordable luxury for small companies. At first glance, the notion that CR is expensive may sound ridiculous; but taking into account that by far the greatest consumers of CR are large companies, it is perhaps unsurprising then that CR focuses largely on the needs, interests, and intentions of large companies. Small businesses, entrepreneurs, and start-ups are generally not able...

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