Three decades of experience doing consumer research and observation for corporate clients led the authors—all with Bain & Company—to identify 30 “elements of value.” ...

30 Elements of Value–Setting Realistic Expectations Now, it’s worth noting that you don’t have to check each and every value off the list on every level in order to successfully meet your ...

Shoppers in business-to-business and business-to-consumer settings have different “elements of value”—deeper aspirations behind their purchasing decisions—that have a dramatic effect on customer ...

Even a consumer powerhouse like Apple, one of the best performers we studied, scored high on only 11 of the 30 elements. Companies must choose their elements strategically, as we will illustrate.

While it's not exactly like reading your consumers’ minds, understanding the consumer learning process can and will make you a more effective marketer. Subscribe To Newsletters Subscribe: $1.50/week ...