If ‘We’ not ‘I’ ... Then what? From Anglo-Saxon to global world views of human behaviour

Mark Earls

This paper describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described as 'Herd theory'.

If 'We' not 'I'...Then what? From Anglo-Saxon to global world views of human behaviour

Mark Earls Herd Consulting, United Kingdom

INTRODUCTION

“Because things are the way they are, things will not stay the way they are” Bertolt Brecht

This paper is intended to bolster the excellence of our community by tracing the practical applications for market research users and practitioners of a new (but growing) school of thinking about mass-behaviour dubbed “Herd” theory.

“Herd” theory sees human beings as first, foremost and finally social animals – not just as a successful social primate, but as...

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