We Need to Change: Presentation on Market Research

Helge Tennø has created several visually arresting and thought provoking presentation decks and the latest is no exception.

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.

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