Taking the Pulse on Impulse
Dwight WatsonConsumer Panels Asia Pacific, ACNielsen, Hong Kong SAR
PREFACE
A core issue for market research professionals has been the need to provide accurate consumption and purchase pattern data for fragmented categories. This level of information is critical both to provide clients with core management indicators and also to provide a baseline for motivational and purchase decision studies in these categories with their plethora of brands and purchase opportunities. The need to address these issues is becoming more critical and as consumer lifestyles develop we are witnessing major shifts in their consumption behaviour regarding...