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Learning from Extreme Consumers
Avery, Jill; Norton, Michael I.Case HBS-314086-EKnowledge and CommunicationTraditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionStarting at €8.20
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Relating to Peapod
Fournier, Susan; Avery, JillCase HBS-314142-EKnowledge and CommunicationExplores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three represenStarting at €8.20