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.

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 and my windows stuffed. I want the cultures of all lands to be blown about my house as freely as possible.” Mahatma Gandhi

Today we all live in a highly mediated culture, whether we like it or not. The Internet is more and more a protagonist in the social and emotional interactions we have on a daily...

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