“This Time with Feeling – Kmart Australia” by Ken Roberts, Founder & CEO, Forethought Research. John Roberts, Professor of Marketing, University of New South Wales and the London Business School, Rohan Raghavan, Senior Analyst, Forethought Research and Peter Danaher, Professor of Marketing & Economics, Monash University.
The K-Mart team describes an innovative approach to measure customer emotions and determine their role in store choice. Their approach allowed K-Mart to design and then assess television commercial content prior to campaign launch, allowing the firm to grow earnings and capture increased market share despite strong competitive response.
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