reading: the changing role of research

christopher ireland writes of the united states's history of marketing, saying that it used to be much easier to woo target audiences because the u.s. had a "mass market," with few options and simple majority tastes and values. thanks to ease of production, the widening of means, and the shrinking of "the world" in terms of accessibility, we cannot anymore just be sold to. now, in order for a business to survive, nevermind thrive, they have to know their customers and audience, be able to grab their eye, delight them, reassure them, and keep them interested in coming back for more. if the designer him or herself is up to the task of this research and understanding, peering inside value systems and working with established traditions in cultures, then the more power their work will have, and the more people it can resonate with, given its origins from within society as it has been observed, rather than how we assume it should be.