Cultural mixology: Crossing methods and liberating creative energy

This paper presents a new research methodology - cultural mixology - which regards different mindsets and communication factors as 'logical layers'.

Cultural mixology: Crossing methods and liberating creative energy

Martin HaagCity, Brazil

Preface

Cultural mixology is a methodology under construction. It is about a special attention to project design bases of qualitative research. It is intended to avoid tautologies, when projects just produce paraphrases of the questions asked, and also ignite new analytical chains, originals, opening new paths to marketing imagination. It is worked with the movimentation of logical layers, chains of speech already organized. We have identified four types of movements, capable of removing the superficial crust of the phenomena descriptions and, therefore, liberate some contents previously invisible, from...

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