Scalpel or hand grenade? Understanding client decision making

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benefit.

Scalpel or hand grenade? Understanding client decision making

Sangeeta GuptaConsumer Insights, PepsiCo, India

Subhransu RoutConsumer Insights & Intelligence, Motorola, India

PREFACE

The market research industry spends a great deal of time and effort to understand how their clients' consumers make decisions – what needs their clients' products satisfy, what choices consumers make versus their clients' competitors, how the communication developed by their clientsis absorbed and processed. We believe of value to both research practitioners and their clients is an application of the same sorts of skills to examine how their...

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