6._Prototyping_Worksheet

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C ORNELL Wansink 2007 ©  --1 1. Why Don’t They Buy ? 2. Why DO They Buy? 4. How to Implement? (4Ps) 3. Who Are They? 6. Prototyping P rofessor Brian Wansink QuickTime) and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime) and a TIFF (Uncompressed) decompressor are needed to see this picture.
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C ORNELL Wansink 2007 ©  --2 The Consumer Insights Framework 1. Why Don’t They Buy ? 2. Why DO They Buy? 4. How to Implement? --Product --Price --Promotion --Placement (+packaging) 3. Who Are They?
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C ORNELL Wansink 2007 ©  --3 Understanding Who They Are Understanding Customers (segmenting Tools) Demographic Psychographic Customer Prototyping Indepth Interviews AIO Questionnaire Inside Sources Customers
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C ORNELL Wansink 2007 ©  --4 Profiling the Perfect Customer I. The Objective: Multi -dimensional View of Consumer Brand Manager: ‘Our primary target customers for frozen pie crusts are women aged 35- 60 with a high school education living in the Midwest and southeastern United States, making $20,000 a year and with 3.2
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