It is every marketer’s goal to get inside the head of a consumer. You want to figure out how the consumer makes decisions and how you can get them to make a decision to purchase your product or ...

The internet has transformed many aspects of life over the last three decades. Individuals in the United States and across the globe now use computers or mobile devices to communicate with friends, ...

The way in which consumers are influenced by emotions in the decision-making process has become evident in the last couple of decades. Traditionally, consumers have been asked ‘how they feel about ...

The study of consumer behaviour is largely to understand what makes a customer tick, be it a retail customer – buying things for ‘personal’ consumption or institutional buyers buying products and ...

Nobuko Kobayashi co-leads the Japan consumer practice of global strategy consulting group EY-Parthenon.