The point I have tried to introduce is that services and products are always used in practical situations. This would mean that there is also a need to understand customers in practial terms as "practitioners" of their lives.

The more I reason around this theme, the more clear it becomes that the consumer is in most companies constructed in very abstract terms. Consumers, and customers seems to be something that is impossible to discuss about in direct and concrete terms.

Is that really the case, or is it rather a matter of the perspective and mindset of marketers? In many of my projects, I have been suprised by the clarity a practice approach can bring. Consumers are maybe not after all fragmented and paradoxical mixture of ideas and value, but
in many cases parts of unified practical arrangements, possible to understand and build upon.