The Customer Foresight Territory

Eric Eller, Rupert Hofmann and Jan Oliver Schwarz

Marketing Review St.Gallen, 2020, vol. 37, issue 3, 12-19

Abstract: Customer foresight is a relatively new research field. We introduce the customer foresight territory by discussing its localization between customer research and foresight research. For this purpose, we look at a variety of methods that help to understand customers and future realities. On this basis we provide an overview of customer foresight methods and outline an ideal-typical research journey.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:276085

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