The following is a listing of articles that relate to this area:
Lieber, Ronald B. (1997), "Storytelling: A New Way to Get Close to Your Customer," Fortune,
February 3, 102-108.
This article argues that traditional research methods such as surveys and focus
groups do not get the job done. It puts-forth storytelling as a means
to understanding consumer wants. The author maintains that true-life
anecdotes are a superior method of understanding what drives consumer
behavior. Specific examples of this approach at work are drawn from
organizations such as Kimberly-Clark, Intuit, and Patagonia.
Judge, Paul C. (1996), "Why Firefly Has Mad. Ave. Buzzing," Business Week, October 7, 100-104.
This article discusses the ability of organizations to harness the Internet to conduct psychographic research. Boston based Firefly Network Inc., and their "intelligent agent’ software is featured. The software develops profiles of prospects, sorts them on the basis of interests, and then makes recommendations for product categories such as movies and food.
