Here, we propose expanding the boundaries of shopper insights to encompass the full range of consumer attitudes and behaviors that bear on shopping - leading to what we term "Cultural Dynamics."
In this issue of [N]sight, we once again look to the future of consumer research. We examine the current process of uncovering shopper insights and the inherent flaws in the all-too-often myopic approach of focusing solely on one aspect of consumer behavior at the exclusion of the picture as a whole. Setting the stage of living, shopping and using is critically important work in understanding today's consumer...allowing you to get closer to understanding today's consumer than ever before.
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