The Use of Transformative Consumer Research: Opportunities for Enterprise in a Sustainable Way

Objective: The objective of this study is to investigate how transformative consumer research can help entrepreneurs reach markets that are often left out of marketing strategies, with a focus on sustainable development. Theoretical Framework: This paper addresses transformative consumer research and design thinking as tools to bring entrepreneurs and companies closer to their markets. The concept of information as power and the need to adapt marketing strategies to the context of the 21st century are discussed, with an emphasis on social responsibility and sustainability. Method: The methodology adopted is descriptive in terms of objectives and bibliographic in terms of procedures. Articles and other publications between 2010 and the present were analyzed, with data sources from Google. Results and Discussion: The results indicate that companies should integrate transformative consumer research into their strategies to obtain relevant data that drive the success of marketing actions. The need to promote responsible and sustainable consumption, in line with the SDGs (Sustainable Development Goals), is also highlighted. Research Implications: The practical implications suggest that companies that use transformative consumer research can generate value for all potential customers, including the most vulnerable, and contribute to sustainable development. Originality/Value: This study contributes to the literature by highlighting how transformative consumer research can be an innovative strategic tool, with the potential to generate sustainable impacts on business practices.