Working across entirely different consumer categories showed the same underlying truth: Adoption patterns always trace back ...

Consumers are a tribal bunch, and the groups they choose to belong to are significant to how those consumers view themselves and live their lives. Much the way they pick like-minded friends, consumers ...

Retailers best serve customers when they can identify their needs and proactively meet them. That’s why accurately predicting consumer behavior is so important. It might not always be easy — Walmart’s ...

Credence goods are services for which consumers find it challenging to assess quality, even post-consumption. In these markets, experts possess superior information, creating a potential for fraud, ...