Understand the Differences – Act on the Commonalities:
Using Adaptive Ethnography to Create Connections Between Emerging Trends in the Real and Online Worlds
Patrick Massey and Liz HighIntrepid
“I do not wish my house to be walled on all sides...
Understand the Differences; Act on the Commonalities
The article argues that market research, to remain relevant, needs to embrace observation of the virtual world (cyberspace) and the areas where it is increasingly interacting with the real world, so as to understand the new cultures that are emerging, in order to take the lead in brand innovation.
