In early 2008, Campbell Soup Company (Campbell's), global food and beverage company, is experimenting with a new way of understanding the mind of the consumer. The trigger is the stagnation in sales of its products in the United States soup, its home market, where the soup category was mature. For decades, the company's focus on market research (MR) was on tracking how end users buying soup products in the store, use it at home. But now that he is interested in tracking customers when they run along the retail aisles. The company plans to expand the technology in consumer neuroscience, a relatively new discipline in the field. "Hide
by Dante Pirouz, Ramasastry Chandrasekhar Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: October 11, 2011. Prod. #: W11338-PDF-ENG
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