Categories for Tutkimus & Ymmärrys

Tutkimus & Ymmärrys
11/29/22

Insider’s view: Insights during times of crisis

Over a period of two years during the COVID-19 pandemic, life as we knew it was completely upended. We had to adapt our behaviours to changing personal and work circumstance. Shopping behaviours changed – online retail became more relevant. Entertainment consumption changed – streaming services grew. Food habits changed – in-home cooking and takeaways were… Read article

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Tutkimus & Ymmärrys
02/27/22

Weekly Pulse – On People, Insights and Things That Matter

We have learned to expect the unexpected. Things happen at intense cycles, and this applies to everything: the take-off of new ideas, the phase-out of trends that were hot yesterday, turns on the macro-level, international politics and conditions. Sadly, in the latter context we are living dark times when this post is published. We react… Read article

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Tutkimus & Ymmärrys
01/28/22

4 Pillars for Better Recruitment on Qualitative Insights Projects

You may not come to think about it before you are running a concrete project. How to find your target consumers to take part in the focus group on cuisine, cooking and food? How to find the right participants to test your app, giving direct feedback on its features and usability? Participants’ demography is only… Read article

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Tutkimus & Ymmärrys
10/29/21

Consumer Segmentation: From Strategy to Implementation

Most brands today understand that their consumers are not all cut of the same cloth. For years, demographic & socio-economic segmentation has been the way for consumer segmentation. What age segments find your products most appealing, or which income levels value affordability or what kind of household would the product be more relevant to? This… Read article

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Tutkimus & Ymmärrys
02/25/21

Ostajan näkökulmaan liittyvä tieto – 5 romukoppaan joutavaa myyttiä

”Todennäköisyys sille, että leipää ostamaan menevä asiakas tulee kaupasta pelkän leivän kanssa on yhden suhde kolmeen miljardiin.” (Erma L.Bombeck, yhdysvaltalainen humoristi). Tämä siteeraus kuvaa yksinkertaisella tavalla sitä, mistä ostajan näkökulman ymmärtämisessä on kyse. Se paljastaa, miksi yritykset ja jälleenmyyjät kohdentavat suuren osan budjeteistaan ostajan näkökulman ymmärtämiseen eli ostajien ostotottumusten analysointiin. Ostoskäyttäytyminen on paljolti irrationaalista ja… Read article

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Tutkimus & Ymmärrys
01/30/20

Insider’s view: Urbanization drives new trends and eating habits

In the past three decades Tomi Kuittinen, Head of Insight & Foresight at HKScan Oyj, has witnessed major societal, behavioural and structural changes. These changes cover both the business landscape on food production and consumption, as well as how we as consumers live our lives. Having worked at stock-listed companies and market leaders such as… Read article

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Tutkimus & Ymmärrys
02/23/18

Continuous Tracking vs. Traditional Research

Companies bet on getting as much data as possible about their markets to drive their business decisions. For decades, traditional market research has been an integral partner (or in-house function) for many organizations to achieve this goal. It prides on scientific tools and methods built on reams of data gathered from consumers to justify company… Read article

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Tutkimus & Ymmärrys
01/12/18

The Curse of Research – Sales Perspective

“Multitalented people wanted.” Sometimes you see this written in job announcements, but you typically hear about “skill diversity” and “multi-tasking” in the job interview at the latest. Doesn’t it sound unrealistic to outline an expertise scope of an omnipotent demigod, and then position the recruit in a specific work role? Creative teams, focusing on establishing emotionally… Read article

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