Abstract:

The consumer research industry is focused on 'doing research', but not necessarily on 'transferring and disseminating' research outcomes inside organizations. Several variables affect how well research is assimilated inside organizations: Speed, Transcendence, Hierarchy reach, Department reach, Involvement, Compellingness and Exposure. This presentation explains these variables and shows how to apply novel techniques for transferring and disseminating qualitative user knowledge inside organizations. Examples are given on techniques of Innovation/assimilation workshops; Personas; Seminars and training sessions and Online user databases can effectively increase the value that research brings to organizations.