Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative...

In the 1970s, the German malt beer market was a niche market that had not developed in parallel with the general increase in beer consumption and the strong growth in soft drinks consumption in the post-war years. Malt beer also had the image of being a drink for children and nursing mothers. In...

Ethnocentrism refers to consumers’ tendencies to favor products and services that are produced in their own country over those produced in foreign countries. The consumers’ ethnocentric tendencies scale (CETSCALE) was developed to assess consumers’ buying behavior towards foreign-made...

The technology acceptance model (TAM) is a widely accepted theoretical framework that explains how users accept and use technology. TAM has been applied in various marketing contexts to explain consumer behavior toward new technological products and services. By understanding how consumers...

Overview: The article presents a framework for holistically understanding a product's user experience (UX). Informed by the author's experience as a UX researcher and manager at Google, it is intended to demystify the competencies that UX researchers can bring to organizations to help propel...

Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative...

In the 1970s, the German malt beer market was a niche market that had not developed in parallel with the general increase in beer consumption and the strong growth in soft drinks consumption in the post-war years. Malt beer also had the image of being a drink for children and nursing mothers. In...

The digital ecosystem continues to expand around the world and is revolutionising the way markets are researched. Indeed, consumer experiences are advertised and disseminated through so many channels and media that it has become a major challenge for researchers and marketing practitioners to...