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Herd - the hidden truth about who we are
So it is 10 years ago this week that I first formally presented what I called the HERD hypothesis in written form (see above) at the Market Research Society in Birmingham (for which incidentally I shared the Best New Thinking Prize). Since then - together with a number of brilliant folk - we've managed to evolve and "operationalise" the basic insight at the heart of this paper, with 2 more book s , prizes from the nice people at WPP, ESOMAR and Emerald Insight along the way, a host of well-liked articles and some fascinating conversations and experiences with people I'm not sure I'd have met otherwise.
