It was hardly what you’d call an “adequate sample size” for market research, but the results were nevertheless eye-opening for the maker of a pain-relief ointment: A single consumer posted an online photo showing how he placed foil over the ointment to prevent it from staining his pants.
To Understand Consumer Data, Think Like an Anthropologist
Numbers can give you answers, but numbers don’t tell you what questions to ask.
November 22, 2013
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.