Qualitative customer research

It is important that customer analysis is not restricted to quantitative demand analysis. Varianini and Vaturi (2000) point out that qualitative research provides insights that can be used to inform strategy. They suggest using graphic profiling, which is an attempt to capture the core characteristics of target customers - not only demographics, but also their needs and attitudes and how comfortable they are with the Internet. In Chapter 2 we reviewed how customer personas and scenarios are developed to help inform understanding of online buyer behaviour.

Activity 4.2

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Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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