Market Research in Customer-Dominant Logic

Customer-dominant market research is the systematic and continuous exploration, processing, and interpretation of relevant information about the individual customer, their logic, ecosystem, life sphere, and life phase, to substantiate strategic and operational marketing decisions for provider integration. Customer-dominant market research follows the basic understanding of an ethnographic research approach and is thus characterized by a qualitative orientation and combination of observation and survey forms. The chapter explains the application of a multi-method approach to obtain (un-)structured data and to design the research process evolutionarily by depending on the knowledge gained about the customer logic, the customer ecosystem, and the life sphere and life phase of the customer, a step-by-step and flexible combination of data and research methods is carried out.