OPEN MIKE
reflections
ARTICLES AND PERSONAL REFLECTIONS THAT HAVE BEEN PUBLISHED IN MAGAZINES, NEWSPAPERS, AND ON BLOGS
Evolving Ethnography
Many of us say that we use ethnography as a consumer insight tool. I challenge that notion in this article.[gview file="http://www.uncorkingastory.com/wp-content/uploads/2013/04/Evolving-Ethnography.pdf"]
Moving from Validation to Inspiration
It seems as if most of the work market researchers are asked to do involves validating ideas. In this argue I present a case for using consumer insights to inspire ideas. I find that when more rigor is placed on ideation, we get better results in validation. [gview...
Tear Down the Wall
The album The Wall by Pink Floyd is, in my mind, a masterpiece. Like the wall Pink built around himself in the album, I believe that marketers build up walls between themselves and their consumers. In this article I argue that it is time to tear down this wall and I...
The 5 Golden Rules of Online Branding
Back in 2000, I helped launch a company called Dynamic Logic. The company was built around 1 core idea, that the value of online advertising was being underreported due to the industry's reliance on click through. We set out to change all that by proving there was...