In the 1990s, there was a boom of study in consumer culture theory. The field looks at the influence that culture has on people. Instead of using focus groups where we were lying heavily on self-reported data, marketers use ethnographies.
Data, demographics — these things only take you so far. That's the final lesson Marcus Collins has to share with us. If you really want to get to know someone, he says, you've got to look past what they "do" and try to figure out who they "are."
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