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Connecting with people in a fragmenting world

Date of publication: March 12, 2007

Catalogue: Asia Pacific 2007

Company:

Author: Murray Campbell

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.

Murray Campbell

Author

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Citation

Campbell, M. (2007a, March 12). Connecting with people in a fragmenting world. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/connecting-with-people-in-a-fragmenting-world