Consumer Behavior →
- 02 May 2005
- What Do You Think?
Where is Consumer Generated Marketing Taking Us?
There is a kind of "always on" communication system shaping up between the most committed of tech-minded users and those who supply them. Is the close monitoring of developing trends always in our best interests as marketers and customers? Closed for comment; 0 Comments.
- 19 Jul 2004
- Research & Ideas
Your Customers: Use Them or Lose Them
Companies can differentiate on service profitably, says HBS professor Frances X. Frei. Here's how a new-thinking bank, insurance provider, and software company are using customer power to win. Closed for comment; 0 Comments.
- 25 Aug 2003
- Research & Ideas
Should You Sell Your Digital Privacy?
Regulation won’t stop privacy invasion, says HBS professor John Deighton. What will? What if companies paid us to use our identity? A market approach to privacy problems. Closed for comment; 0 Comments.
- 13 Jan 2003
- Research & Ideas
The Subconscious Mind of the Consumer (And How To Reach It)
Harvard Business School professor Gerald Zaltman says that 95 percent of our purchase decision making takes place in the subconscious mind. But how does a marketer reach the subconscious? Zaltman explains in this Q&A. Closed for comment; 0 Comments.
- 06 May 2002
- Research & Ideas
A Toolkit for Customer Innovation
It seems almost counterintuitive. But this Harvard Business Review excerpt by Harvard Business School professor Stefan Thomke and MIT's Eric von Hippel suggests that you stop listening closely to your customers—and instead give them tools for creating their own products. Closed for comment; 0 Comments.
- 15 Apr 2002
- Research & Ideas
In the Virtual Dressing Room Returns Are A Real Problem
That little red number looked smashing onscreen, but the puce caftan the delivery guy brought is just one more casualty of the online shopping battle. HBS professor Jan Hammond researches what the textile and apparel industries can do to curtail returns. Closed for comment; 0 Comments.
- 07 Jan 2002
- What Do You Think?
- 17 Sep 2001
- Research & Ideas
Why E-commerce Didn’t Die With the Fall of Webvan
The Internet grocer Webvan died a nasty death along with many other online delivery services—or did it? HBS professor John A. Deighton describes how the forces that propelled it are here to stay. Closed for comment; 0 Comments.
- 17 Sep 2001
- Research & Ideas
Is There Help for the Big Ticket Buyer?
Buying a house, buying a car, investing for retirement. These are among the most important purchasing decisions people make. But who is there to advise them? HBS professor Max H. Bazerman has some ideas. Closed for comment; 0 Comments.
- 04 Dec 2000
- What Do You Think?
- 22 Feb 2000
- Research & Ideas
The Mind of the Market: Extending the Frontiers of Marketing Thought
HBS Professor Gerald Zaltman makes metaphors come alive with his patented Zaltman Metaphor Elicitation Technique or ZMET, a process that draws on psychology, anthropology, neuroscience and other disciplines to delve deep into the mind of the consumer. In this interview, Zaltman talks about the imagery and inspirations behind this unusual market research tool. Closed for comment; 0 Comments.
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When Product Variety Backfires
Consumers like choice—but not too much of it. Presented with too many options, buyers may run to a competitor, says professor John Gourville. Here's what new research says about "overchoice." Closed for comment; 0 Comments.