Research is often limited to syndicated research bought from large companies like Nielsen, or companies that employ shopper cards, etc. to gain insights about customers and determine how to develop, package, and place their products. Also, even with the best intentions, the decision makers come in with their own preconceived notions of what they believe will work and what won’t. Utilizing only these types of research to gain insights about customer behavior and not looking to real shoppers via eye tracking research leaves some companies wondering “what are we missing?” Sometimes there is no substitute for doing custom research to understand how to improve your products and/or their placement. But Paul Davies, a Business Development Professional in Australia, wrote a great post about this. Read it here. We couldn’t agree more with Paul’s comments.
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