Three Dreams: New Qualitative Analysis in the Dreamworld
Rachel Lawes Lawes Consulting Ltd
Introduction
The conference for which this paper was developed recognises a new economy in which consumers participate. It is an economy in which the practical and functional value of things is eclipsed by their ability to serve as conduits for meaning; to stand as representative signs or symbols for things of the imagination ideas, hopes, aspirations and dreams. At its very simplest, this means that the value of a pair ofshoes, say, no longer resides in...