Categories for Tutkimus & Ymmärrys

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

”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

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

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

“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