Between Two Worlds

Focusing on the unique challenges of researching complex populations like children and expatriates, this book introduces a novel methodology that employs marketing as a meta-field. By utilizing multi-method approaches, it enhances communication and understanding of these groups. The author shares findings from eight years of longitudinal research conducted globally, revealing insights into children's consumer behavior and expatriates' brand relationships. The step-by-step methodology fosters deeper interactions, uncovering significant emotions and concerns within these populations.