Getting at the Heart of Consumer Understanding: Cheap, Fast and Tactical Isn’t the Answer

Originally posted on anthrostrategist:
Sitting in a meeting not long ago, I couldn’t help overhearing someone comment that the presentation of the rationale for a campaign they had just sat through was too “academic”.  What struck me was the distinction he made between academics and “real businessmen” like himself.  The word “academic” is, of course,…