Researching the 4th dimension

Nick Gadsby

This paper will demonstrate how market research's approaches to culture can benefit by employing a historical perspective.

Researching The 4th Dimension

Nick GadsbyDuck Foot Research and Development

The value of culture

It is usual in any introduction into the world of market research to be given some sort of overview of the range of theoretical approaches that inform the industry's practice. This list typically comprises psychology or psychoanalytic theory, sociology, anthropology, semiotics and so on. The broad scope of the approaches used by market research has in some cases been seen as one of the weaknesses of the industry (Imms and Ereaut 2002: 23), however my own concern was that instead of being exhaustive this list...

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