Madeleine Janssens
Theories in consumer behaviour help to shape ones thoughts. This is indeed important but then ….. it has to work! Proximity implies that the brand has to be individually meaningful.
One really has to crack the personal mental space of consumers. Marketers have to devote time and effort to that. All marketers have to compile their day-to-day learning’s into their own private “book of learning”.
Contextuality requires an open eye and respect for society one lives in as well as a keen focus on the competition. All consumer behaviour is subjective and therefore dependent on the environment the consumer lives in.
Madeleine Janssens has 25 years of experience in consumer research on behalf of the biggest consumer brands. In her new book – We doen wat we doen. Maar waarom? Notitieboek voor zelfobservatie door de consument - she shares with us her insights.
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