When it comes to modern marketing, consumer research provides marketers with the insights needed to keep up with the ever-evolving preferences and behaviors of their audience. Consumer research ...

Consumer behavior—or how people buy and use goods and services—is a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as possible.

Consumers are a tribal bunch, and the groups they choose to belong to are significant to how those consumers view themselves and live their lives. Much the way they pick like-minded friends, consumers ...

Marketing is strategic communication between an organization and its customers. To market effectively, managers must come to know their audience through research ...

The retail landscape is in flux. What may have worked for retail marketers just a few years ago may no longer have the same impact today. Why? Buyer journeys are evolving, spending habits are shifting ...

You have so much new ground to till as a business owner that sometimes, you may feel like you'll never find a shovel big enough. Then comes the day when a member of your marketing team says that he ...

The Kellogg Marketing doctoral program provides rigorous training in the skills required for success as a world-class marketing researcher. This is achieved via coursework, close collaboration with ...

Forbes contributors publish independent expert analyses and insights. Rob Salkowitz is an Eisner-nominated comics journalist and author. A new survey of nearly 300 top marketers at for-profit US ...

Uncover the dynamics of the consumer goods sector, where companies produce goods for individual use. Understand how ...