If ‘We’ not ‘I’…Then what?
From Anglo-Saxon to global world views of human behaviour

Excellence in any discipline must sometimes mean moving on from accepted practice and principles rather than doing the same thing again and again (albeit to increasingly high standards).

This presentation describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described by the author as 'Herd theory'.

The presentation reviews methodological and theoretical innovations in this space and identifies further areas for innovation and rethinking that practitioners should now explore.