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Posted by Jackie Rousseau-Anderson on April 7, 2011
This week I’ve been busy at our Marketing Forum having some amazing conversations with phenomenal market insights professionals. These conversations have centered on how we can move the piecemeal research we’re doing now to research that really helps understand consumers more completely. As consumers entrench themselves in a 360-degree experience with companies, it becomes more important that we understand them as 360-degree consumers. Anyone who deals with researching young consumers already knows how important this is, and there are lessons that youth research can teach us in general. For example:
If we force ourselves to think creatively, as we must do when researching young consumers, we find that there are many ways, simple and more complex, to move toward that 360 degree view of our consumers.
*Of course you need to be very transparent with participants if you are even considering using anything collected in the research process for marketing materials
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