Helen Edwards wrote an article for MarketingWeek titled For a true view of the consumer, get them to talk like themselves (July 28, 2022). Edwards states that the most essential marketing podcast is not about marketing at all. It’s BBC’s Listening Project.
Continue reading “Keeping market research real”Ethnography versus Focus Groups
Marketing professor and columnist Mark Ritson wrote an article in Marketing Week titled Ethnography beats focus groups hands-down, but they still serve a purpose. The article recaps an argument on Twitter between marketing professor and author Byron Sharp and practitioners Everard Hunder and Doug Garnett. Continue reading “Ethnography versus Focus Groups”
Articles of Interest 