Learning from Extreme Consumers
通常価格
¥1,144 JPY
通常価格
セール価格
¥1,144 JPY
単価
あたり
Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary innovation. This note outlines a process for studying extreme consumers - consumers who fall in both tails of a normal distribution of customers - with needs, behaviors, attitudes, and emotions atypical of the average customer. Different tactics for leveraging the power of the fringe, product category virgins, customers with constraints, and lovers, haters, and opt-outers are presented.
【書誌情報】
ページ数:9ページ
サイズ:A4
商品番号:HBSP-314086
発行日:2014/1/6
登録日:2014/5/28