Mirror, mirror on the wall

Date of publication: December 29, 2017

Catalogue: Webinars 2017


If we define the client as anyone without whom a business wouldn't exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this paper 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, fieldwork environments that lead to more insightful and engaging deliverables.

Kristin Hickey


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