Stephen Wunker (Author & Managing Director, New Markets Advisors)

Stephen Wunker talks about the necessity to do market research with consumers when and where they are purchasing products and services. As an example, he talks about why it is important if you are conducting research on food buying preferences to go to the grocery stores and gather information from buyers as they make their selections. Wunker also provides recommendations on how this approach can be translated to the B2B market in a way that does not filter the buying experience.