• Octavio Murekian

Critical Distance in Consumer Research Studies

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Why you shouldn’t always go local: Maintaining critical distance in consumer research studies.

In one of my last pieces, I wrote about a study done by a large market research company on body image.

In the study, I noted how the results were absolutely skewed by cultural factors which were not picked up by the researchers.

The outcome was that the results and conclusions that were drawn by this study were almost meaningless when looking at it from a consumer research perspective.

It is however, important to note that the solution to this is not clear cut or easy.

One might think that this solution would be to then employ local experts, however this solution might suffer from a problem well-known and recognized by ethnographers, the issue of critical distance.