Hicks, Robin
June 2006
Campaign;6/30/2006, Issue 26, p26
Trade Publication
The article focuses on issues related to marketing research. It appears that marketers haven't forgotten the value of instinct in their quest to understand consumers. These days, it is impossible to prove who's right or wrong as consumers are increasingly becoming difficult to define. The days of lumping people into demographic groups are gone and consumer insight comes from learning about how people feel, not how much they earn or where they live. However, for all the millions spent on new research methods, many advertisements one sees every day do not show much insight at all.


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