Mindframes by Wendy Gordon encourages research users and practitioners to reject the two key 'embedded assumptions': that what people tell you is the truth and that the truth of consumer motivations, behaviour and decisions can be discovered through work with individuals.
Central Ideas And Arguments
Gordon argues that there are multiple truths, depending on your starting point, and answers can depend on how you frame questions. Mindframes shares six perspectives that 'explore and understand a different representation of reality'. The six are:
1. The Unconscious
Described as being 'unpalatable' to business, marketing and research professionals, Gordon argues...