Intuition, microstudies, humanized research can identify emotions that motivate consumers

March 1982
Marketing News;3/19/1982, Vol. 15 Issue 19, p11
Trade Publication
The article focuses on a marketing research technique that can help identify consumers' behavior to buy a product. According to Calvin L. Hodock, who is Executive Vice President of New York-based Lemont Consulting Group, critical dynamics motivates consumers to buy one brand and marketing research techniques can help to identify those dynamics. Critical dynamics is not easy to identify. Marketing research often fails to identify emotional factors that drive behavior of consumers. Researchers don't need to apply conventional wisdom because critical dynamics in product category keeps changing.


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