You Need More Than Data to Understand Your Customers
Harvard Business Review
DECEMBER 13, 2023
Today we have more data than ever before, yet marketers still struggle to understand their customers. That’s because today’s marketers have mistaken information for intimacy. The author, who ran strategy for Wieden+Kennedy, describes an ethnographic research campaign his team conducted on behalf of McDonald’s. They produced a cultural bible of sorts that chronicled a series of beliefs, artifacts, behavioral rituals, and language that constitute the McDonald’s fandom.
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