Abstract:
If we define the client as anyone without whom a business wouldnât exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same interest and devotion usually shown to the archetypal client and we place the mirror in front of the marketing researchers for a change. We ask the respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles and fieldwork environments that lead to more insightful and engaging deliverables.
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Webinars
Mirror, mirror on the wall
Catalogue: Webinars 2017
Author: Kristin Hickey
Company: KANTAR TNS Malaysia
December 29, 2017
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Mirror, mirror on the wall
Catalogue: Congress 2015: Revelations
Authors: Hetta Bramley, Kristin Hickey
 
October 1, 2015
Research Papers
Silence behind the mirror
Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Authors: Marta Hoffmann, Gábor Lajtos
Companies: Unilever, KANTAR TNS Malaysia
November 5, 2003
