Engaging the street, winning the game
article presents a challenge to anyone working on brands whose targets live on
the cutting edge. It questions the very act of 'researching' these niche
targets. Many brands seeking a connection with these audiences employ innovative
research techniques designed to slip below the radar, to capture the elusive
insight they believe will allow them to be considered the 'it' brand in the
inner circles. With the recent proliferation of innovative studies, two
Can we ever keep up with a cuttingedge target by exposing what they are doing and thinking today? Will it not change by the time we can act on it?