Expanding frontiers

Current quantitative consumer behaviour models focus on brand and marketing variables to explain / predict market structure, dynamics and brand health.

Expanding Frontiers

Making market research more relevant to the real world

Arup Bose Partha S Jha Amol Shenai andS Sreeram NFO WorldGroup MEA, Dubai

Introduction

Current brand analyses are mostly based on detailed brand centric parameters like awareness, usage,...