Bricolage
Popularised by Wendy Gordon, the analogy of the bricoleur (or a ‘do-it-yourself ‘ person) was initially created by Claude Levi Strauss when discussing the concept of mythic thought. A 2002 Admap article described the shift from where
‘we use contact with consumers to generate material from which to extract insightful and useful meaning’
to:
‘we use qualitative [...]