What is the strategy behind studying consumer “pain points” in shopping behavior?

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


Stephen Wunker talks about how companies should be analyzing what problems or jobs consumers are trying to resolve when they purchase an item. He uses an example from the in-home food preparation and delivery industry to show how these new services are resolving the consumer’s job of figuring out what they are going to have for dinner and how they will have time to shop for the ingredients.

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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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