New Market Research: A Postmodern Odyssey

New technology and tools are changing the practice of qualitative market research practice. Powered by the advent of broadband connectivity, social software, digital media and wireless devices, the Social Media Age has given qualitative researchers the means to transverse vast distances and observe the consumer journey in new ways.

New Market Research: A Postmodern Odyssey

Jennifer Picard

Tom Ewing

Steve August

Lee Ryan


In our postmodern journey, we hold claim to marketing academic Stephen Brown's words, “postmodernism is characterized by the celebration of skepticism, irony, anarchy, playfulness, paradox” 1) This is a paper made of multiple voices, and similar to Homer's Odyssey, is referential, and circular.


“Sing in me, Muse, and through me tell the story

of that man skilled in all ways of contending,

the wanderer, harried for years on end,

after he...

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