By Marguerite McNeal, June 4, 2014
In a podcast for the American Marketing Association, ReD Associates partner Charlotte Vangsgaard speaks to Marguerite McNeal about the value of the social sciences for businesses.
“Social sciences, or corporate anthropology, offer a way of trying to understand a topic without a lot of preconceived notions of how that topic should be understood,” says Charlotte Vangsgaard. She explains how ReD Associates helps companies study target markets through systematic observation and not linear and rational reasoning. “We try to work without a hypothesis.”
Listen to the full talk here:
“The likes of Maplin and Toys R Us were stuck [thinking that] the role they were playing for consumers was being there as a warehouse giving choice and convenience,” says Michele Chang-McGrath, a partner at ReD Associates, which studies consumers’ in-store behaviour.
Tracking down niche toys is now a function better performed by Amazon than speciality big-box stores, Ms Chang-McGrath says.
“We’ve found that a lot of parents hate going to the toy store because it’s a place where arguments will happen, they lose control of their budget and their children,” she says. “Online, you don’t have to face those battles.”
LE CERCLE/POINT DE VUE - La France a un avantage culturel unique grâce à la présence importante des sciences sociales dans la société. Nos entreprises devraient y voir une opportunité.
Sometimes growth can't come from doing more of the same. You need a creative leap. And that creative leap is also destructive — destructive of assumptions and principles that have served you well in the past but now hold you back. How do you break the impasse and find the new assumptions that will take you forward? Alastair Dryburgh talks to Christian Madsbjerg of ReD Associates.