Grant McCracken wrote a wonderful post in reply to my request. I especially like this insight:
"It's not about us. The Fast Company records Rapaille's eagerness to claim the success of the PT Cruiser has his own. "I discover the code, and--bingo!--the car sells like crazy." The article also notes the unhappiness of Chrysler employees when they hear of this. Good research delivers new insight but this insight will come from the corporation as much as it does the researcher. The research is working collaboratively with the consumer and the client."
Good stuff, Grant!
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