Reporting from the Advertising Research Foundation's annual Re:think conference, WARC Online's U.S. editor Geoffrey Precourt covers the story of how the American Automobile Association (AAA) utilised a type of ethnographic research labelled "episodic reconstruction" to better understand its customers.
ARF Annual Conference
"Episodic Reconstruction" drives U.S. auto group beyond roadside service
Geoffrey PrecourtWARC Online
The American Automobile Association (AAA) had been trapped by its own success. All over the United States, members of the organization...
