Decision
Driver Analyses |
The discrepancies between consumer conceptions and product
offers are driving forces for marketing |
 |
|
Principle
The way advertisers and distributors construct an offer is never
identical to the way consumers conceive and represent it. In
reality, their evolutions are never dictated by the same factors.
Method<
Simultaneous work on the implicit models of the advertiser/distributor
duo on the one hand; and the consumer on the other, in order
to operationalize both the differences in the ways they work
and possible developments between the two systems.
Results |
| • |
Providing advertisers
and/or distributors with a better understanding of the nerve
centres of consumer sensitivities, especially in markets which
are rapidly changing, or which have been destabilised by significant
product innovations |
| • |
Supplying tools
which can help “restructure” the offer, the merchandising
and the distribution of products and services |
| • |
Finding new sources for insights
|
| • |
Helping brands
position themselves better on the market. |
