Abstract:

Traditionally, market research has aimed to collect information that is unbiased and therefore 'spontaneous' assuming that market research participants are ready, willing and able to make an 'authentic' contribution without understanding why, how and for whom. 'Blind' spontaneity as in participants responding without contextual information is becoming less relevant and effective at finding solutions to the increasingly complex marketing problems of today. This presentation reveals how real collaboration can be achieved by a more transparent approach; informed participation; specialised panel selection, training in problem solving techniques; and shared activities with clients.