A RECIPE FOR CONSUMER INSIGHT. Issue 2 (4th May 2018)

• Record Type: Journal Article
• Authors: Moscato, Emily M.
• Is Part Of: Marketing education review. Volume 28:Issue 2(2018)
• Page Start: 104
• Page End: 108
• Publication Date: 2018-05-04
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2018.1448285
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : Consumer insights are all around us. Yet it can be difficult for students to examine everyday consumption practices and see how this understanding has application. Using the simple premise of a favorite family recipe, students learn how insight can be hidden in plain sight. Beginning with conducting an in-depth interview, the assignment gives students the opportunity to discover connections to course concepts and apply consumer insights through in-class and independent exercises designed to facilitate critical and creative thinking. The assignment fosters inquisitiveness about common consumption practices and instills a discovery approach to marketing challenges.