Does Size Really Matter?

Sample size is a fixation in research. We fret about it, argue over it, and generally have very little to back up the relevance we ascribe to it. Rather than thinking about the outcomes and goals, we get hung up on the n, sometimesusing it as a weapon to bolster a preconceived belief rather than […]

Where The Data Beasts Lie

Since the mid-nineties, the story about IT has been that the “New Information Economy” would give way to vast gains in productivity and creativity. We’ve been told that if we simply implement ERP, CRM, etc., our marketing efforts would be smarter and more efficient. But after 20+ years that is not exactly the case. The […]

Creating American Wine Culture

 “Wine is sunlight, held together by water”, Galileo Galilei. It is a favorite quote of mine, a beautiful turn of phrase, and for me, an absolute poetic truth. Wine factors into my life in subtle and less than subtle ways. As winter approaches, I settle into my nightly routine with a glass of something rich, heavy, […]

Planning Basic Field Observation

When I’m sent to a setting, be it a country I’ve never visited before, be it digging through someone’s cupboard, watching them plan their next vacation, or cooking dinner with a family I’ve never met, one of the first things I do is think through how I will make sense of the environment and how […]

Food, Sex, Guilt: How Marketing What We Eat Needs to Change

Eating has always been closely linked with courtship. All species, including our own, seem to be involved in this mating gamble with food as the bait. Equally, food and sex are generally closely linked. Biologically, they are physically linked in the limbic system of the brain, which controls emotional activity. Many of the words we […]

When Big Data Nearly Killed the Black Forest

In every aspect of business right now, companies collect data until they see a pattern that appears statistically significant, and then they use that tightly selected data to drive decisions. The problem is, we assume that the data has merit, that it is objective, and that it holds the answers that will change the way […]

Snacks, Time, and Sex

We have to eat; we like to eat; eating makes us feel good; eating nourishes our bodies and souls; it is more important than sex. It is also a profoundly social urge. Food is almost always shared; people eat together; mealtimes are events when the whole family or settlement or village comes together. Food is […]

Why Methodology and Theory Matter for Marketing

Some years ago I had someone interject into a conversation that the work we had done was “just a theory.”  I decided to ask just what the word “theory” meant to him and the response was hardly a surprise – a theory is an idea, plain and simple. It is subjective, a novel thought based on […]