Inside Language: Telltale words, family stories and how to spot totem poles

This paper comprises a plea for a (return to) greater 'language intelligence' in the research industry, defined as greater exploration, digging under the surface, and insightful analysis of language.

Inside Language: Telltale words, family stories and how to spot totem poles

Rosie CampbellCampbell Keegan

A CASE FOR 'LANGUAGE INTELLIGENCE'

This paper comprises a short but rather impassioned plea for a (return to) greater 'language intelligence' in the research industry. By this I mean greater exploration, digging under the surface, and insightful analysis of language – the language which pervades our industry, the language in which research is couched, but more centrally, the language which is the medium in which we swim as market researchers; consumers' accounts.

By language, I should stress, that I mean the whole gamut of...

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