WARC Talks: Brands in culture

In this episode of the WARC Podcast Carree Syrek, WARC’s US Associate Editor, Marcus Collins of Wieden+Kennedy New York and author and social anthropologist Grant McCracken explore how, in an industry obsessed with quantitative data, marketers can leverage qualitative insights to understand and build relationships with their consumers.

Where to listen


02:54 – The current view of demographics in marketing and why things are changing. 06:30 – How do you convince clients that it’s worth the time and effort to use qualitative methods. 08:24 – CMOs and culture. 11:30 – Quantitative data is also important. 14:02 – What are the best ways to start getting qualitative research. 20:48 – Are your clients responsive to learning about culture? 24:06 – Grant and Marcus’ working relationship.29:37 – Closing the...

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