This paper is aimed to showing ways to enrich and refine our research approaches based on these findings. In addition, a way to actually measure the differences between 'real behaviour' and 'cognitive answer' is examined as well as a way to measure the imaginative power of a topic or brand.
Issues such as sustainability, social responsibility, ethical and ecological correctness dominate the headlines and political agendas as well as brand vision workshops. And they also extend into the most intimate areas of peoples lives which, for example, is shown by the trend of eco-burials that is currently quite hip in Great Britain. this process has just begun and it probably won't end. permanent changes are occurring in the sense that peoples moral judgements are becoming more refined. A sophistication of our moral senses is unavoidable. for us, this is only the beginning of a massive increase of ethical styles, of different moral tribes.
What do people and bees have in common? From BpM Beats per minute to SpM Signs and Symbols per Minute will show how there has been a significant change in the way people cope with feelings. And through this a fundamental shift in the roles they play also as consumers. We will explain why people have to become autodidact ethnologists in order to travel successfully within the increasing symbolic maze. We will further show how this development is decisively influenced by the people's ways of dealing with emotions and what the consequences for future strategies of research could be.