Beyond the Voice of the Customer: Ethnographic Market Research

Goffin, Keith; Varnes, Claus J.; Hoven, Chris van der; Koners, Ursula

doi:10.5437/08956308x5504063

Cited by 41 publications

(33 citation statements)

References 10 publications

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“…Qualitative research The qualitative study used an ethnographic method as it is appropriate for research and attempts to develop new ideas (Goffin et al 2012). It overcomes the limitations of survey research, such as relegating consumer responses to structured questions or items, and tries to develop new constructs.…”

Section: Study Imentioning

confidence: 99%

“…It overcomes the limitations of survey research, such as relegating consumer responses to structured questions or items, and tries to develop new constructs. Data was collected through ethnographic interviews in the qualitative study (Goffin et al 2012;Yoo, Park, and MacInnis 1998). A non-probabilistic sampling technique, namely, convenience sampling, which was purposive in nature, was used (Onwuegbuzie and Collins 2007).…”

Section: Study Imentioning

confidence: 99%

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How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?

Park

Jeon

Sullivan

2014

The International Review of Retail, Distribution and Consumer R

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Consumers' perceptions of visual merchandising can arouse consumers' in-store merchandise exploration, such as interacting with products, differentiate a retail brand among competitors; contribute to brand preference; and encourage purchase intentions. However, the combination of topics, visual merchandising and cognition, remains relatively unexplored. Thus, Study I develops measures of visual merchandising cognition and Study II examines the impact of visual merchandising cognition on brand preference, with a focus on fashion brands. This research used mixed methods and an experimental design to empirically test the influence of visual merchandising cognition on fashion brand preferences. Confirmatory factor analysis finds three dimensions of visual merchandising cognition: in-fashion, attractiveness, and function. A structural equation model confirms a conceptual framework for the influence of visual merchandising cognition on brand preferences. In-fashion and attractiveness have a significantly positive effect on brand aesthetic attributes. Function has a significantly positive effect on brand utilitarian attributes. Favorable attitudes toward visual merchandising directly transfer to favorable brand attitudes that are positively associated with purchase intentions.

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Section: Study Imentioning

confidence: 99%

Section: Study Imentioning

confidence: 99%

How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?

Park

Jeon

Sullivan

2014

The International Review of Retail, Distribution and Consumer R

View full text Add to dashboard Cite

show abstract

“…This research method interprets subjects by the researcher observing their natural behavior in their daily life [36]. If the concept of "observation" is used in consumer research, the unconscious behavior of consumer can be captured, and researchers can also discover the other needs of consumers that are unexpressed or unacknowledged.…”

Section: "Hidden" Demand: Discovering Potential Demand By Behavior Obmentioning

confidence: 99%

“…Previous studies highlighted that identifying consumers' hidden needs is critical to create innovative products. Goffin et al studied multiple cases using ethnographic research methods in new product development, and stressed the importance of discovering and understanding consumers' hidden needs in new product development [35,36]. Much of consumer behavior is goal-directed, and goals play an essential role in the purposive behavior of consumers [37].…”

Section: Sustaining Innovative Success: Guidelines For Consumer-centrmentioning

confidence: 99%

Sustaining Innovative Success: A Case Study on Consumer-Centric Innovation in the ICT Industry

Choy

Park

2016

Sustainability

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Abstract:The phenomenon of innovation growing rapidly and having a shorter lifespan is a structural change due to the development of ICT (Information and Communications Technology), diverse investment methods, and reduced pattern of innovation adoption. For ICT companies to survive and maintain their success in this ever-changing environment, they need to succeed in fulfilling both productivity and accuracy of innovation. To sustain their innovative success, ICT companies should consistently maintain the direction of innovation towards consumers. The present study analyzes various cases of ICT companies which succeeded or failed to maintain their prior innovative success, and suggests consumer-centric innovation as a solution. To create consumer-centric innovations, companies have to (1) predict the dynamically evolving demand of consumers and continuously transform; (2) proactively employ observation method and big data analysis to discover hidden demands; and (3) identify hassles such as wastes, inconveniences, and anxieties, and put effort in solving these hassles.

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“…The growing emphasis on customers' requirements as the basic prerequisite of customer satisfaction is one of the current trends in modern management, not only in industry but also in services (Goffin, Varnes, Hoven, & Koners, 2012). Organisations often set increasing customer satisfaction as their main marketing aim (Marasini, Quatto, & Ripamonti, 2016;Moonsamy & Singh, 2012;Terpstra, Kuijlen, & Sijtsma, 2013).…”

Section: Introductionmentioning

confidence: 99%

Increasing accuracy of the Kano model – a case study

Madzík

2016

Total Quality Management & Business Excellence

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This study focuses on the Kano model which is used to categorise the requirements of customers. The study describes the three most frequently used modifications of the Kano model and then systematically analyses the key effects of these modifications. A new approach -Type IV -is then proposed. Using Type IV, it is possible to eliminate the disadvantages identified in the above-mentioned existing approachesthe level of accuracy for the producer and the difficulty of the method for the customer. The proposed approach is based on a modification of the process of requirement categorisation intended to minimise the discrepancy zone between the calculated and the real position of a particular requirement. The Type IV Kano model is then validated by using an example of categorisation of requirements for after-sales services in the car industry. Validation found that the approaches proposed in this study significantly improve the accuracy of requirement categorisation without increasing the difficulty for the customer.

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Beyond the Voice of the Customer: Ethnographic Market Research

Cited by 41 publications

References 10 publications

How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?

How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?

Sustaining Innovative Success: A Case Study on Consumer-Centric Innovation in the ICT Industry

Increasing accuracy of the Kano model – a case study

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