As a small-business owner, a key to marketing your goods is to place yourself in your customers' shoes and perceive purchasing your products from their points of view. Understanding your customers' ...

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 more a small businessman understands how consumers make their choices -- their buying decisions -- the better the company marketing mix can be designed. According to authors Philip Kotler and Gary ...

More than anyone else, consumers are directly responsible for sales and, consequently, the profits of all companies. Their motivation, as well as the actions that result from them, determine the ...

Some valuable insights from a study from Nielsen/inPowered MediaLab study on the lift impact of product reviews by users, experts and brands. The Research Brief is reported here in the context of the ...

Forbes contributors publish independent expert analyses and insights. We set an example for a better future via education and research. Digital innovations are also revolutionizing markets, changing ...

As artificial intelligence (AI), particularly generative AI, becomes increasingly woven into our professional and personal lives—from ...

According to the McKinsey Decision Surveys/The Consumer Decision Journey, reported by David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik, consumers are moving outside the marketing funnel ...