DoQu-dramas!

Date of publication: October 8, 2006

Catalogue: Qualitative 2006

Abstract:

This paper is based on feedback from scientifically selected user groups to assess a Doqu-Drama against a regular PowerPoint presentation for impact on retention and recall, assimilation of consumer insights and better application of research recommendations.The results of the carefully crafted experiment show that there is a definite place for Doqu-Drama as an added value service, enabling transition of qual research to more strategic echelons. The Doqu-Drama was more evocative, elicited more action-oriented responses and showed better quality of recall (more relevant to decision making). It may, however, not be as effective in replacing the conventional PowerPoint with its rich analysis and detail.

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