We Need to Change is – in his words – a loosely structured collection of thoughts and references regarding the mediocre but promising state of market research
(RSS readers may need to click through)
I like the general thrust of the piece but don’t wholeheartedly agree with the conclusion. Ethnography is useful in situations where complex interactions can be synthesized and extrapolated to a wider population, but it is not a fix-all solution.
Saying that, I recognise the intrinsic flaws of rational surveying and am fully supportive of the moves to complement, or even supplant, survey data with observed behavioural information on a mass scale.