Deciphering Culture

Thinking about Research — Short Takes (4)

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(1) Insights often come from (or are repeated by) unlikely sources. This is the case today with a blog post from Dan T. Cathy of fast food chain Chik-A-Flik based on a point made by author Stephen Covey, author of the 7 Habits of Highly Effective People (a self-help/business book I admit to checking out years ago). The insight is on the importance of knowing where you’re going when embarking on any project, whether it’s a new spicy chicken sandwich or a research project — the projected outcomes of the latter may be more open-ended but the basic principle still applies. Below is  a short excerpt from Why the End Matters at the Beginning

… no journey should start without a clear destination in mind. No adventure should begin without a tangible definition of what the point is. You need to know your true north before you even take your first step..

(2) And then there are the likely sources — a recent study by the Cambridge Group delineates the strategic role of internet and mobile in developed and emerging economies. It’s a changing world (read the study report on nielsenwire).

SUMMARY: Consumers around the world are hungry for access to information and communication, especially in countries with a growing middle class. Defying classic economic models, the demand for communication (cell phones) leads traditional media growth, signifying a global, disruptive phenomenon. The demand for information via the Internet follows slower, more predictable growth patterns. The implications for marketers: lead with mobile advertising in high-growth, emerging economies. (

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Written by Jeffrey Callen

August 18, 2010 at 9:38 pm

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