The Future of Marketing Lies in Immersive Research

What brands can learn from observing everyday human behavior

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Kate Watts, CEO of creative consultancy Long Dash, vouches for an ethnographic approach to data collection and analysis. Below, in her own words, she shows how this strategy can make brands more resilient than ever.