Connecting with people in a fragmenting world: expanding beyond consumerism

Murray Campbell

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.

Connecting with people in a fragmenting world: expanding beyond consumerism

Murray CampbellTNS, New Zealand

INTRODUCTION

One of the core roles of market research is to be a translator between the business objectives of our clients and the needs of people they want to connect with.

Many different techniques have been applied to assist with this translation process. Businesses have used segmentation routines to identify unmet needs, and then to formulate relevant offerings and marketing and media strategies, often, with considerable success.

The reality is, however, that people do not wake each day reflecting how great it is to be...

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