GSK – Market Research

Back in September last year I wrote about Glaxosmithkline’s new online store that is supposed to allow the company to gather market research data – a key benefit of direct distribution.  You can read about  their store, ‘GSKdirect’,  here.

Although I felt such an unorthodox way to sell fast-moving-consumer-goods would produce quirky results, I felt that such this uniqueness would be more likely to produce new insights into consumers’ buying behaviour. This week, Marketing Week have just reported that online sales of products that invoke complex buying behaviour have exceeded that of retailers, as customers prefer to use the online store to gather information before they make a purchase.  This just goes to show, new findings often require new ways to conduct market research.

© Joshua Blatchford, author of Manifested Marketing, 03/06/2011

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