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Monday, 21st January, 2013 | Source: Co.Create | Category: Marketing and Trustcasting

I’m Not Your Consumer: How Research Misses the Human Demographic

The very label “consumer” is counterproductive and misguided, suggesting hubris by putting corporate interests over customer concerns. Yet this label frames market research, with an emphasis on sales and usage, in other words, the bottom line, market share or ROI. The ultimate goal is profitability, not helping people better themselves.

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