The most common output of my work are “Insights.” Yes, capitalized, because that is usually the title of the report or slide deck or presentation or whatever it is that I am producing for a client. I usually do ethnography (“ethnography lite” to real anthropologists or just “ethnographies” to most regular folks in the know).… Continue reading The “insights” process is not mystical, but it is creative
Tag: qualitative research
Market segments slice us up: why I care little about your age, race, sex
I hate market segmentation. At best, it’s boring. At worst, it’s misleading. I don’t trust it. I especially hate using market segments for small studies. How much do you really have in common with someone just because they are your same age and race? And why should I care? I’m not talking about cultural identity,… Continue reading Market segments slice us up: why I care little about your age, race, sex