2.6 cinsumer insights: how?

Question 1

Qualitative research:

Answer 1

interviews/observation

Question 2

Quantitative research

Answer 2

experiments/surveys

Question 3

Qualitative research …. insight, while quantitative research …. insights. You need both.

Answer 3

generates validates

Question 4

Linked to “two ways of knowing” (Sawhney 2004)

Answer 4

• Deductive reasoning- Inductive reasoning

Question 5

• Deductive reasoning:

Answer 5

o Start with idea/questionThen test/validate hypothesis
o Most quantitative/“positivist” research, e.g. experimental design

Question 6

• Inductive reasoning:

Answer 6

o Start with observationThen formulate idea or hypothesis.
o Most qualitative/“interpretative” research, e.g. interviews, focus groups

Question 7

Operational charastaristics

Answer 7

how consumer insights are generated within companies.

Question 8

How insights enigine works: 7

Answer 8

• Data synthesis
• Independence
• Integrated planning
• Collaboration
• Experimentation
• Forward orientation
• Focus on action (strategy & decision making)

Question 9

So use of quantitative/digital/Big Data 2

Answer 9

• To observe behavioral patterns as starting point of CI development
• Truly as a complement to qualitative/
  traditional research techniques/data

Question 10

The obvious achilles heel in the big data is the

Answer 10

lack of attitudinal data- you can se what customers do (and predict what they will do), but you do not know the why.

Question 11

Article links to many concepts 3

Answer 11

• Ci generation: uncovering consumer insights
• Ci use/implementation: from insight to marketing strateg/tactics.
• Focus on customer needs, motivation and values.
  o Means end channel analysis