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The game of context

About the Talk

May 20, 2015 2:00 PM



This session provides a demonstration of why context is often a better predictor of consumer behaviour than individual characteristics, and the resultant importance of understanding of the resultant variations in consumer behaviour. The research employed a new mobile survey approach set up by Insights in cooperation with D.E Master Blenders, an international coffee and tea company active in 45 countries, and the results challenge the industry to start questioning traditional approaches.

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