You Need More Than Data to Understand Your Customers.

This article discusses the importance of building deeper relationships with customers in order to understand their preferences and perspectives. The author argues that while there is more data available than ever before, marketers still struggle to truly understand their customers. They suggest that marketers have mistaken information for intimacy, and that to truly understand customers, intimacy must be established. The article provides an example of how McDonald's used ethnographic research to gain a deeper understanding of their fans, which led to the creation of successful marketing campaigns. The author concludes by emphasizing the importance of cultural empathy and curiosity in establishing intimacy with customers. [Extracted from the article]