McCracken: Zaltman Model Wrongly Omits Culture

Grant McCracken, one of my favorite bloggers and anthropologists, was a panelist at today’s ARF Advertising: What’s Next workshop. I wasn’t there, but afterward he blogged passionately about his friendship, respect and firm disagreement with Gerald Zaltman (see earlier Zaltman video interview here) and his view of how customers think. What’s missing? Culture. Read Grant's post here.