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The concept of extracting valuable insights from consumer behaviour in marketing did not receive much attention until 1974. This eventually paved the way for the emergence of the all-encompassing discipline of ‘consumer research’
With the arrival of technology, theorists shifted their focus from randomised experiments to a more consumer-oriented and financially informed perspective. To remain relevant in the face of constantly evolving consumer behaviour, and effectively tap into what works, brands are tasked with the daunting challenge of detailed research.
They must analyse vast num
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