We call our approach to cultural insight en-symbol to capture two crucial ideas.
I have been looking at cookbooks and magazines which feature Christmas recipes. All were published in 2018. I have come to the conclusion that Christmas as a cultural (rather than religious) festival in Australia has become very muddled. In research terms, I could say that the ‘narrative is incoherent’, but I think I will stick with muddled.
How can cookbooks and magazines tell us anything about Christmas?
What would marketers and other decision-makers miss if they no longer had access to qualitative research? Here are the ten best reasons.
This is a summary of a post by Kevin Gray, who was in turn summarising a piece by John Creswell. I agree with all of it, but have changed the wording a little.
Advertising the Racing NSW brand on the Sydney Opera House is a failed co-branding attempt. It failed because of the clashing symbolism of the two parties involved.
Is this a billboard or is it co-branding?
What is your view on how people make decisions? In this blog post I describe why we at Susan Bell Research think sense-making is such a useful way to think about how consumers, citizens and business people make decisions. For us, it is better than the alternatives, so let's start there.