News

6/13/2005

The Hunter Gets Captured by the Game

Mind/Share's Michael Solomon was invited to contribute a feature article to Marketing Research, a magazine for research practitioners published by the American Marketing Association. His article, "Transfer of Power: The Hunter Gets Captured by the Game," appeared in the Spring 2005 issue. It describes a shift in the marketing paradigm that enlists consumers as partners rather than pawns in the marketing process, and provides numerous examples of this change -- including work that Mind/Share conducted for DuPont to assist the company in adding the Voice of the Consumer to its product development efforts.