How we became curators of cool: What the Tumblr generation can teach us about doing research

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

How we became curators of cool: What the Tumblr generation can teach us about doing research

Pernille Kok-Jensen and Els Dragt MARE Research

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Introduction

Conventional research methods don't always cut it when it com

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