How we became curators of cool: What the Tumblr generation can teach us about doing research
Pernille Kok-Jensen and Els DragtMARE Research
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Introduction
Conventional research methods don't always cut it when it comes to understanding the next generation of consumers. Our current context calls for a fresh approach in consumer research. This begins with practicing the art of looking sideways, looking ahead and engaging the creative forefront while keeping the voice of the consumer close. It is this interdisciplinary, 360° approach that we call Connectivity.
In this paper we deep...