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Two AMS Articles Recently Featured in Industry Publications

Applied Marketing Science (AMS) is proud to announce that both President John Mitchell and Senior Manager Amanda Ford have recently published articles featured in Pragmatic Marketer and Quirk’s Marketing Research Review, respectively.

In the article, "What is a Customer Need?" published in the Fall 2016 edition of Pragmatic Marketer, John Mitchell makes the point that understanding customer needs is fundamental to successful new product development. Yet remarkably few innovators can agree on how to define a customer need in the first place, complicating efforts to turn customer insights into a competitive advantage. Properly understood, a need is an opportunity to deliver a benefit to a customer. A benefit is something that has value. A customer is a person willing to pay for the benefit. Context creates the opportunity to deliver the benefit. Once product developers appreciate these three dimensions, they are better equipped to design and execute customer research to understand needs and find new ways to address them with innovative products and services.

Amanda Ford’s article, "Improving ethnography through the use of digital techniques", published in the December 2016 edition of Quirks Marketing Research Review, looks at an array of technology-based tools available for observing and learning about consumers. Ford’s article touches upon the definition of “digitally enhanced” ethnographic research, the benefits of incorporating digital techniques into your ethnographic research and the various methods of digitally enhanced ethnography. Ford also discusses the limitations of using digital techniques for ethnographic research and what researchers should be wary of.

Applied Marketing Science is proud to have been featured in both prestigious publications. You can subscribe to the AMS blog to stay-up-date on our recent publications and industry news.

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