How we became curators of cool: What the Tumblr generation can teach us about doing research

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

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...

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