'In me ‘ead son'

Mark Earls

This paper is about how dominant marketing thinking shapes our underlying assumptions about human behaviour, and continues to predominate in the face of the challenges at the current 'inflexion point'.

“In me 'ead son”

Mark EarlsHERD

Our best hope for re-aligning marketing research to the realities of the 21st Century lies with the ideas in marketing researchers' own heads and not with the ideas or experiences in the consumer's head (or indeed those thought up by marketers and agencies to change the consumer's mind)

INTRODUCTION

“No amount of sharpening the bit or changing the drill will improve your chances of striking oil if you are drilling in the wrong place”

(Attributed to JP Getty)

This paper is about the ideas that shape marketing thinking – our underlying assumptions about...

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