Is shopping cultured? An exploration into the global language of consumer decision making

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

Introduction: The open-ended approach and the search for true behaviours

The background

Over the last five years the QuestionArts team at Lightspeed have been investigating the field of text analytics and open-ended questioning. Our aim has been to demystify some of the complexities associated with the task and push a more qualitative approach to quantitative research.

We have always seen a vast opportunity in a more open approach to survey design. Ultimately, close-ended questioning and constrained answer choices are designed for the convenience of the researcher, not the nuance of the research. An open-ended approach gives us the ability to...

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