Cherish Complexity:
The Power of Acknowledging Human Intricacies
By: Rebecca Brooks
Louis Leakey identified a problem with behavioral research and led a charge to solve that problem. Market research has also acknowledged that complexity, but we are still looking for reductive ways to capture it. We have to let go of our history of models and think more specifically about each research challenge.
In this paper...
- Unbound Consumers Stress the Need for Research Evolution.
- Research Models do not Work. It Could be Argued They Never Did.
- Embrace the Complexity.
- Promote Nimble Research.
- Complexity Case Study Philips Lighting Light Beyond Illumination.
