Me To We Research: Digital Characters - A New Way of Looking at Ourselves

Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour.

Me To We Research: Digital Characters – A New Way of Looking at Ourselves

John KearonBrainJuicer Group PLC, United Kingdom

Mark EarlsHERD-meister, United Kingdom


In 2007, Earls described1 the emergence (in the literature and practice of management and political science) of what he called the “HERD” or “Social” perspective: that is, the conceptualising of human beings and human nature as first, foremost and last, social creatures. While the ESOMAR Congress awards committee acknowledged the credibility of this point of view in response to the award-winning 2007 Congress paper,2at that...

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