Conventional market research methods accentuate on understanding the average experiences of typical consumers. This focus reults in uncovering insights that may drive revolutionary, rather than evolutionary innovation and often leads to differences in our understanding of consumer behavior.
Learning from Extreme Consumers Case Study Solution
This note summarizes a process for analyzing extreme consumers-consumers who fall in both tails of a normal distribution of customers-with needs, behaviours, attitudes, and emotions atypical of the typical customer. Different strategies for leveraging the ability of the periphery, merchandise class virgins, lovers, and customers with constraints, haters, and opt-outers are presented.
PUBLICATION DATE: January 06, 2014 PRODUCT #: 314086-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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