Research Advice from a Caterpillar

‘Who are YOU?’ said the Caterpillar.

This was not an encouraging opening for a conversation. Alice replied, rather shyly, `I–I hardly know, sir, just at present– at least I know who I WAS when I got up this morning, but I think I must have been changed several times since then.’  –Alice’s Adventures in Wonderland, Lewis Carroll, (1865)

And so goes the standard market research conversation today. Brands, much like the Caterpillar, respond by asking again. `Who are YOU?’ And each time, a cynical consumer is further shaped.  Read article