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Zaltman began thinking about the power of using imagery in research while on vacation in Nepal in 1990. Zaltman initially planned to bring his camera but at the last minute opted to chronicle the trip by giving local residents disposable cameras and asking them to take pictures that would explain what life was like in their villages.
The drink Coca-Cola Life serves as an example of the value-action gap. Extensive market research showed that consumers would buy and enjoy the drink (values) but in reality, once it appeared in shops, not enough people bought it (action). [1]
In the area of food and beverage marketing, an Optimized Consumer Intensity Analysis uses data from a sensory perception experiment, often in the form of a blind taste test, to compare brands or products. For example, the Pepsi Challenge is a famous taste test that has been run by Pepsi since 1975 as a method to show their superiority to Coca-Cola.
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Coca-Cola has been able to raise the prices of its drinks amid higher inflation. The company reported a 10% increase in price/mix, a metric that incorporates price, product, and package size.
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Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
The consumer: Typically, the consumer refers to the end-user - but this may be an individual or group such as a household, family unit or organization. In addition, marketers may need to consider the roles of influencers such as Opinion leaders who increasingly use means such as social media to develop customer to customer networks of influence.