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...