Produced by the UBA (United Brands Association), this training is made available to ACA members as part of a collaborative initiative.
Chapters
1. Introduction – 5m
2. When you dance with your consumer, who leads? – 6m
3. From “goods dominant logic” to “service dominant logic” – 13m
4. Is one’s own psychological system (self-knowledge) sufficient to gain insight? – 5m
5. A valuable model for a systemic approach to consumer behavior – 9m
6. Consequences for conducting insightful research – 16m
7. Final food for thought – 4m
About this training
In this training, Madeleine Janssens guides us on a journey through the mind of the consumer, providing us with the keys to understand the consumer from the inside out and to find out what motivates and drives them. She also provides a model for a systematic approach to consumer behaviour.
This video training is given in English. The presentation is in English. Subtitles are available in Dutch, French and English.
About the teacher
Madeleine Janssens
Ex Director WHY5research, WHY5Research NV
Madeleine Janssens studied sociology and marketing (SLM) and is a diagnostic researcher with very broad international experience in a multitude of product categories.
She was director of qualitative research at Censydiam. Together with Jan Callebaut, she founded the market research agency WHY5Research in 2008 in which she is still a research consultant today. She is also active at Callebaut Collective as an affiliate. She has co-authored 11 books of which she is most proud of “The Naked Consumer,” “Facing Arab Women” and “Consumer Secrets.” The first book is a standard work within marketing diagnostics.