Re-thinging Market Research

Simon Roberts and Simon Blyth

This paper argues that whilst market research has striven to understand the consumer from all angles it has largely failed to deal adequately with things.

Re-thinging Market Research

Simon Blyth Lever Faberg Italia SPASimon Roberts Ideas Bazaar

Abstract

This paper argues that whilst market research has striven to understand the consumer from all angles it has largely failed to deal adequately with things. Itseems obsessed by the former and largely uninterested in the latter. We want to offer a corrective in positing the object, thing or non-human to be both interesting and empirically analysable and thereby invite market researchers to look beyond the consumer or brand. We argue that in order to...

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