Papers: Databasing the shopper's mind: Approaches to a ‘mind genomics’
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Using conjoint analysis and self-profiling questionnaires, the authors created a ‘mega’ database to help understand the customer mind with respect to buying behaviour. The database comprises 30 different product categories and the studies comprise data from 3,500 respondents. The database reveals what phrases drive interest in a specific shopping experience and how respondents profile themselves. The combination of methods provides a unique way to create a database about the customer mind, allowing for analyses ranging from communication to store design to segmentation based upon cross-sectional response patterns to both external communications and self-descriptions.