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Understand, Change and Manage consumer behaviour
There are various definitions digging into all sorts of details to explain the concept of customer experience. But, at its core customer experience deals with emotional response. Whenever someone interacts with your brand they become emotionally involved, and the impact of their emotional response is what customer experience is all about. Contrary to what you might think, their emotional response is not only determined by how they felt at the time of their experience but, rather, by the recollection of the interaction and the feelings they had afterwards.
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Consumer research
A South African perspective of changing consumer behaviour before and during the national lockdown
Everyone’s reality changed drastically overnight – how we work, where we work, how we live and how we sustain ourselves.
The study aimed to understand how South Africans adjusted to the changes, especially how essential goods (before, during and potentially after the lockdown) are purchased. Consumers’ buying behavior would be affected, and we wanted to gain some insight into how retailers can redesign their customer experiences around a new reality. This is what we found.
Adjusting to change
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