Consumer Insight, Market Research

Becomes part of consumer's self-identify

Consumption objects used to classify a consumer in relation to others

Involves directly engaging with consumption objects and using them to interact with other consumers

Need recognition, Information search, Alternative evaluation, Purchase, Post purchase

Consumers recognise they have an unsatisfied need and they would like to go from their actual, needy state to a different desired state

Pertain to the performance of a product or service

Pertain to the personal gratification consumers associate with a product or service

Some control over the outcomes of their actions, in which case they generally engage in more searc activities

Consumers believe that fate or other external factors control other outcomes

Performance, Financial, Social, Physiological, Psychological

Brands or stores that can be readily brought forth from memory

The alternative brands or stores that the consumer states he or she would consider when making a purchase decision

An internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviours

Purchase Situation , Shopping Situation, Temporal State

The systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical techniques of the applied social sciences to gain insight or support decision making which includes social and opinion research

Openness, Conscientiousness, Extroversion, Agreeableness, Neuroticism

An intergrated pattern of decisions specifying choices of markets to serve, market segments to target, marketing activities and the allocation of resources tp create, communicate and deliver a product that offers value to customers in exchanges weith the organisation and thereby results in organisational gol achievement

Concerned with the organisation's scope and direction, taking a portfolio approach to creating and earning value

Defines the corporate mission, identifies growth opportunities and assigns resources

A clear and consice expression of the organisations's reason for being

Strengths, Weaknesses, Opportunities, Threats

Political, Economic, Social, Technological, Legal, Ecological

Individual Characteristics, Sociocultural Factors, Environmental Factors

Touchpoints

Market Penetration, Product Development, Market Development, Diversification

Includes research technique

Segmentation, Positioning, Marketing Mix Operational Decisions

Information sources created for some other purpose

Social and Opinion Research

Functional Magnetic Resonance Imaging, Steady State Topography, Electroencephalography

Complements or replaces qualitative research