If 'We' not 'I'...Then what?
From Anglo-Saxon to global world views of human behaviour

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Author(s): Mark Earls
Collection: Congress 2007 - Excellence - Celebrating 60 years
Keywords: Crowdsourcing

ESOMAR Best Paper Award 2007/2008
ESOMAR Congress 2007 Award Winner - Best Paper Overall
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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.



Date of publication: 19.09.2007
ISBN: 92-831-0208-8
Order Code: CON07_28
Number of pages: 20

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