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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