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Marketing Research Articles Related to the Consumer Services

Marketing Research Articles Related to the Consumer Services

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An analysis of the past 20 years of client-side research buying

Published
October 2011
Author
Emily Goon, Quirk's Content Editor
Abstract
Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

Custom store audits

Published
January 1989
Author
Al Goldsmith
Abstract
While the introduction of scanner equipment has proved useful in sales information collection, it does not provide a complete picture. This article discusses the value of custom store audits as an alternative for collecting information beyond sales data.

How to link customer loyalty to profits

Published
July 2014
Author
Michaela Mora
Abstract
To link loyalty with profits, companies need to understand attitudinal metrics, customers’ actual purchase behaviors and customer drivers. The author breaks down each factor.

Leveraging the innovation process to solve customer experience issues

Published
July 2014
Author
Len Ferman
Abstract
The author provides an outline for applying the principles of innovation to explore customer needs and solve customer experience issues.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

When customer experience is not getting better, customer insights can help

Published
July 2014
Author
John Goodman
Abstract
The author provides methods of leveraging VOC and customer insights to improve customer experience.