Date Added: May 2010
Marketers frequently rely upon surveys to gain insight into consumers' opinions and preferences. These results have important implications, ranging from the decision to add new product features to multi-million dollar rebranding efforts. Gathering consumer insights is critical for any successful marketing campaign; yet, new research from the Kellogg School at Northwestern University reveals a potentially pervasive form of bias if surveys are not executed effectively. "Customers express their identity through the products and brands that they buy and own," said Rucker, an associate professor of marketing.