Seeking the human meaning in consumer behavior

Tag: grant mccracken

The Holy Grail Of Market Research

The Holy Grail Of Market Research

At a recent gathering of marketers, I was struck when a speaker told the audience, “Behavioral change is the Holy Grail of market research.” I hadn’t thought about it in those terms, but the term fits what I’ve seen, years watching frustrated clients confronted by […]

Replacing Displaced Meaning In The Here And Now

Replacing Displaced Meaning In The Here And Now

There is space within marketing, and within our culture in general, for a strategy to counterbalance innovation. We need not always gaze at castles in the clouds. There is a special kind of sacred meaning wrapped up within the mundane.