Consumers are not just consumers

Gambling and Gen XYZ

Let me start with the gambling example above. I shall call the company PKCJ. Besides gambling, PKCJ is also an elite clubhouse. You will need references from existing members of a certain rank to join and the waiting list is long. Being super rich is not a ticket to membership.

The socio-psychology of communications

Conclusion

Knowing the deep-rooted why is the first step to finding out how. But however much we read into survey data and interview responses, we will not arrive at a deep enough level of understanding if we do not have a framework that will give context to the findings. Active and purposive selection of framework(s) for interpretation will also help us expose and correct biases. Unawareness will hide them.

Credit: Unknown cartoonist

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Hong Konger. World Explorer. Fun Lover.

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