For brands, there is a reformulation of the marketing mix, where digital capabilities and operational agility are key.

In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

Consumer behavior is commonly accepted to mean the decision-making processes that consumers employ when choosing, purchasing and using products and services. Target markets are specific market ...

The National Academies of Sciences, Engineering, and Medicine are private, nonprofit institutions that provide expert advice on some of the most pressing challenges facing the nation and world. Our ...

As customers fragment, general market marketing is capping growth. Here’s why trust and relevance now determine which brands ...

Everyone wants to get consumer behavior back to “normal,” but normal is not coming back, if it was ever here. So what do retailers and brands have to look forward to from consumers in 2024? Here are ...

Recent studies in the field of wine research indicate a multifaceted picture in which consumer behaviour is increasingly influenced by sustainability concerns, cultural perceptions and diverse ...

Consumers are a tribal bunch, and the groups they choose to belong to are significant to how those consumers view themselves and live their lives. Much the way they pick like-minded friends, consumers ...

According to a Nielsen study, 92% of U.S. consumers trust personal recommendations more than advertising, while 88% say they trust online reviews as much as word-of-mouth from friends. These findings ...

The Kellogg Marketing doctoral program provides rigorous training in the skills required for success as a world-class marketing researcher. This is achieved via coursework, close collaboration with ...

This 2-day workshop explored the current state of knowledge regarding the role of communications and marketing on consumer knowledge, skills, and behavior, specifically related to how commercial and ...