Michelle Castle

Michelle Castle

Michelle Castle is Chief Innovation Officer at Alter Agents, a full-service marketing research consultancy (www.alteragents.com). With nearly three decades in the market research industry, she has served in several leadership positions, including as U.S. CEO of Hall and Partners. She is committed to pushing the boundaries of traditional research by creating innovative approaches that drive growth and value.

July 6, 2023 Want to Understand Shopper Decisions? Context is the Key

Did you know that shoppers, on average, consult approximately 18 sources of information before making a purchase? This number varies by product category, but this reality is indicative of the type of environment in which shoppers now operate. Consumers are highly knowledgeable about their choices and have come to expect ongoing innovation in the marketplace.…