The Limits of Market-Research Methods†

Study Up: Ethnography Is Often Misused. Here's How to Use It Effectively to Get the Most Out of It

Advertising Age, October 8, 2007 — With rapid cultural transformation happening all around us, one headline has been largely missed:

People Are Getting Harder to Understand (and You Thought it Was Just Your Spouse!).

While much has been written about shifts in the way people consume cultural content (from a "push" to a "pull" model, from monologue to conversation, from mass to niche channels), much less has been made of corresponding shifts in the way we express ourselves, and what that means for research.