Connecting with people in a fragmenting world

Date of publication: March 12, 2007

Catalogue: Asia Pacific 2007

Abstract:

This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly important that market researchers help their clients understand the broader context of people's lives. Three case studies provide examples of the value of ethnographic people-based research.

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