How Lowe's is adopting new market research techniques to understand its customers
Stephen WhitesideWarc
Marketing research has been called many things – slow, incomprehensible and an obstacle to creativity among them. But these terms almost seem like a compliment when compared with the views of Kyle Nel.
"Let's talk about the indescribable, indestructible, nothing-can-stop-it blob that is marketing research," said Nel – the director of Lowe's Innovation Labs – in beginning his address to the 2014 Neuromarketing World Forum, an event held by the Neuromarketing Science and Business Association in New York during March 2014.
And his description of...