After adapting information technology to develop ever more sophisticated research methods, marketers are taking a second look at more human, qualitative approaches to tapping into the hearts and minds of consumers. As one Wharton marketing professor says: "We can put each customer's order on a microchip, but as far as having a sense of what's inside making him tick," the answers remain elusive. He and others suggest that companies use both qualitative methods - such as data mining - and quantitative methods, ranging from "concept banks" to "brand communities" to customer advisory boards, always keeping in mind the cost effectiveness of these varied approaches.
posted by Marcus Zillman |
4:00 AM
