Obsessing Over Bias

Recognizing and understanding research bias is crucial for determining the utility of study results and an essential aspect of decision making in marketing. Research plans that lack clear mechanisms to minimize bias are unlikely to be viewed favorably and the end results dismissed. But what are the rules for qualitative research studies? Whenever I am […]

Relativism and Marketing, The Good and the Bad

Cultural Relativism is the view that how we interpret the world, which vary from culture to culture, are equally valid and no one system is really “better” than any other. A key component of cultural relativism is the concept that nobody, not even researchers, comes from a neutral position. The way to deal with our […]

Shopper Insights is a Buzz Word…Maybe

Shopper Insights (like “retail touch points,” “share of wallet,” and a host of other) is, of course, a buzz word.  But does it have merit or is it just a new way of packaging the same old thing marketers have been talking about for years?  It really all depends on how we define it. In […]