Consumer comprehension is a key to efficient marketing.
Needs, aspirations, motivations but also lifestyles, values and interests – all of them have to be known to make products and services compatible to the world and aspirations of consumers. They are also indispensable to create marketing communication and to choose the channels.
Another point is usage & attitude research i.e. consumers’ behaviours, strategies and shopping habits. In order to comprehend consumers, our attitude is a synergy between quality and quantity. While the former permits the access to consumers’ world and allows discovering its surprising variety, the latter provides secure data and necessary quantification of risk reduction.