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The Customer Foresight Territory

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  • Eller, Eric
  • Hofmann, Rupert
  • Schwarz, Jan Oliver

Abstract

Customer foresight is a relatively new research field. We introduce the customer foresight territory by discussing its localization between customer research and foresight research. For this purpose, we look at a variety of methods that help to understand customers and future realities. On this basis we provide an overview of customer foresight methods and outline an ideal-typical research journey.

Suggested Citation

  • Eller, Eric & Hofmann, Rupert & Schwarz, Jan Oliver, 2020. "The Customer Foresight Territory," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(3), pages 12-19.
    • Handle: RePEc:zbw:hsgmrs:276085
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    References listed on IDEAS

    as
    1. Schwarz, Jan Oliver & Kroehl, Rixa & von der Gracht, Heiko A., 2014. "Novels and novelty in trend research — Using novels to perceive weak signals and transfer frames of reference," Technological Forecasting and Social Change, Elsevier, vol. 84(C), pages 66-73.
    2. Schweitzer, Nicola & Hofmann, Rupert & Meinheit, Andreas, 2019. "Strategic customer foresight: From research to strategic decision-making using the example of highly automated vehicles," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 49-65.
    3. Schwarz, Jan Oliver, 2015. "The ‘Narrative Turn’ in developing foresight: Assessing how cultural products can assist organisations in detecting trends," Technological Forecasting and Social Change, Elsevier, vol. 90(PB), pages 510-513.
    4. Rohrbeck, René & Schwarz, Jan Oliver, 2013. "The value contribution of strategic foresight: Insights from an empirical study of large European companies," Technological Forecasting and Social Change, Elsevier, vol. 80(8), pages 1593-1606.
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