The relationship between marketing and design is not always easy. Designers, when confronted with conventional market research, often hit a wall such as "We can't do that - we don't have the data to support a decision to bring this idea to market". But conventional market research, based on the idea of easy-to-identify target groups, has reached its limits, often failing to capture why people actually go for a product.
What can be done? Read more in my article for Danish Designers:
"The Age of Stance". These are the topics covered;
The Trouble with Target Groups
Ego-brands and Fringe Groups
Decision Making and Celebrities as Designers
From Consumers to Co-creators
Product Presence and Communities of Stance
Brands, Stance and Motivation
The Finding Experience
