What methods of research should companies be leveraging to keep customers happy and engaged?

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


Stephen Wunker provides his recommendations on the types of market research to use and when to use it. He talks about the importance of starting with qualitative research that includes talking with people about their motivations for purchasing specific products. Wunker discusses ways in which quantitative research can follow and work in concert with qualitative research data to provide rich detail about buyers and causation.

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About Author

Stephen Wunker

Author & Managing Director, New Markets Advisors

Stephen Wunker is a specialist in new markets, he combines world-class strategy consulting and entrepreneurial skills. Wunker is the author of Capturing New Markets: How Smart Companies Create Opportunities Others Don’t, named one of the five Best Business Books of 2011, as well as co-author of Jobs to be Done: A Roadmap for Customer Centered Innovation (Amacom, 2016). Stephen has a long track record of creating successful ventures for his own companies and on behalf of clients.

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