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Why services are different

Back in the mists of time when market research began, most research projects were about products. I know that in my early days as a researcher, I spent a lot of time researching jam, beer and insecticide!

Researching products is a one-sided affair: we want to know how the person buying or using the product behaves. We can't ask the product about its experience...

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Did you know there are least 4 different expressions of wellness?

A few weeks ago, Jane, Suzanne and I caught up in beautiful Gerroa on the NSW South Coast for a workshop on the semiotics of wellness and well-being. We wanted to identify how ideas of wellness and well-being are currently expressed in Australian culture. Gerroa proved to be an inspirational spot! We found that marketers of wellness products should bear in mind that there are at least 4 different interpretations of what this word and concept mean swirling around in Australian material and visual culture.

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