Consumer research: When less is more

Customer research using the MindCloud technique can reveal valuable insights into brands’ strengths and weaknesses.

When less is more

Ged Parton


Customer research using the MindCloud technique can reveal valuable insights into brands' strengths and weaknesses

Service brand marketers generally assume that more distribution is always a good thing. It makes the product or service in question more widely available and encourages and facilitates greater usage of their brands. In reality, this simple 'truth' actually hides a good deal of complexity.

Here, I will demonstrate through original commissioned research that this complexity is important for marketers to understand. I will show, perhaps not surprisingly, that distribution can generate share for the brand that is...

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