“You cannot build a template just from the theories; you need to have a gut feeling.”

According to Jacob Gram Alsing, Chief Operating Officer at Mikkeller, businesses should choose carefully when deciding to apply these theories or not. Therefore, Mikkeller’s method of conducting market analysis differs greatly from that of other companies.

After his session at Aarhus Symposium 2017, Jacob Gram Alsing elaborated on how Mikkeller seeks to influence consumer behavior in an unconventional manner by simply producing a product that they truly believe in.

Visit the following link to watch the full session and learn why Jacob Gram Alsing does not believe that the theories of the academic world always suit the reality faced in real life: