N|sight Magazine: The Theaters of Consumer Behavior

Moving Shopper Insights Beyond the Store

Marketers, brand managers, analysts and others have for several years now recognized the important interplay between consumer behavior and consumer experience in the retail setting. Many consulting agencies now specialize in the retail sector, often staffed by employees with novel titles such as "director of retail innovations." Yet, despite all of the assorted research, dialogues, discussions and strategizing, we've witnessed little concrete progress in the pursuit of a comprehensive, integrated understanding of shopping behavior. To begin thinking from this new perspective, we must first begin by asking a whole new set of questions.

Extending Shopper Insights for 2006

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."

Consumer Behavior as Human Behavior

Here, we integrate the three theaters of consumer behavior—living, shopping and using—to obtain a clearer, more comprehensive understanding of what we’ve come to know as Shopper Insights.

Setting the Stage: The Three Theaters of Consumer Behavior

Setting the stage for living,shopping and using is critically important work in understanding today’s messy consumer. See how it directly impacts product development, branding,experiential marketing, and more.

There's No Place Like Home: The Essential Customer Experience

A considerable amount of the explainable variation in shopping behavior actually had more to do with things happening in the household than it did with things happening in the store. Find out why the home experience matters.

Aroma Marketing: Moving Beyond the Coffee, Bread, & Chocolate Paradigms

In creating successful customer experiences, marketers focus all too often on one sense—the visual—and fail to manage all other senses, especially aroma. Here are some fresh perspectives on these olfactory sensations.

Cultural Legitimacy: The New Marketing Metric

Brands seeking to execute a cultural branding strategy would do well to begin measuring their performance by an entirely new marketing metric—cultural legitimacy.