NEW CONSUMER RESEARCH GIVES IT THE OLD COLLEGE TRY

QUESTION: What do you get when you bring graduating high school seniors and college freshmen together for a series of game nights?ANSWER: Ideas for a new line of dorm room products.That's what Target Stores discovered from its novel form of consumer research. It sponsored these gatherings to find out the motivations and emotions that accompany the first trip to college. The activities included a board

QUESTION: What do you get when you bring graduating high school seniors and college freshmen together for a series of game nights?

ANSWER: Ideas for a new line of dorm room products.

That's what Target Stores discovered from its novel form of consumer research. It sponsored these gatherings to find out the motivations and emotions that accompany the first trip to college. The activities included a board game about going to college that encouraged students to discuss their fe

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