Our culture doesn’t ever rest. Instead, we live in a constantly calibrating and recalibrating ecosystem, even when surface impressions make it seem otherwise. Every day we live with and adapt to the incredibly complex social, cultural, environmental, political, and economic systems around us, and they adapt to us.
How then, can market researchers and wannabe innovators expect to capture who we are and why we do what we do with a single survey, a simple snapshot or any other sort of static lens.
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