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Big Data

The CEO As Consumer Ethnographer: Giving Customers Exactly What They Wanted, Faster And With Greater Precision

17 min read

Consumer ethnography isn’t just for marketing professionals. By striving for a deep, human understanding of the customer experience, CEOs can lead their organizations toward a culture of empathy that can translate insights about people’s lives, values, and emotions into greater organizational value. “Big data” has transformed our world, making possible

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