Purpose – This paper aims to explore advantages and disadvantages of both traditional market research (TMR) and deep customer insight (DCI) methods to lay the platform for revealing how a relationship between these two domains could be optimised during firm-based innovation....

Purpose: The purpose of this paper is to introduce a new strategic management tool – the reverse persona. In doing so, the methods, use and benefits documented from a case study with a global franchisee organization are presented. Design/methodology/approach: This tool was derived from...