New Research Methods
New Techniques to Generate Key Marketing Insights
Summary
Focus groups and cross–tabulated surveys are ubiquitous in marketing research, but their results are often disappointedly obvious. In contrast, laddering and prototyping analyses use in–depth interviews and structured visualization to generate key insights into consumer behavior. The use of these two techniques gives sharp marketing professionals an edge in accurately determining whom to target and how to target them with a creative marketing mix.
For more information see Wansink, Brian (2000), "New Techniques to Generate Key Marketing Insights," Marketing Research, (Summer), 28–36. Reprinted with permission from Marketing Research, published by the American Marketing Association http://www.marketingpower.com/content1051.php.
Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu
*The study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.
