This book review looks at 'Mindframes: 6 enduring principles from 50 years of market research', by Wendy Gordon. The book is extremely insightful and useful for qualitative researchers. It features six key mindframes: the unconscious; making sense of difference; liking; why we behave like we do; language – beneath the surface of words; context – ripples of meaning. The reviewer observes that the fundamentals of market research may be changing over time, that they would like to see business acumen as a seventh mindframe and that the mindframe perspective should be utilised outside of qualitative research.
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