Marketing in a Changing Society: Two Case Studies Demonstrating the Importance of Qualitative Research for Marketing and Product Development Decision Making
Michael CohenARC Consulting, United States andJennifer Scott KRC Research Consulting, United States
INTRODUCTION
Researchers and decision-makers today are faced with consumer markets of unprecedented complexity and unpredictability. This is particularly true for those attempting to market their products or services to multiple consumer populations, with competing needs, attitudes and purchasing patterns. Strategies for advertising, communications and product development can no longer rely on the stereotypes and intuitive judgements to which decision-makers have often deferred in...