Abstract:
The challenge for MR is to deliver the insight needed to make the right management decisions. The basic MR tool is asking questions, analysing the answers through statistics and/or interpretation and deriving meaning from this analysis; however, this tool is limited. This presentation proposes new and complementary ways of deriving meaning from consumers by looking at the elicitation of anecdotes or stories within a natural setting. Critically we use visualisation techniques, linked to self-interpreted narrative to allow meaning to emerge, novel insights to be obtained and weak signals/opportunities to be detected early for competitive advantage.
This could also be of interest:
Research Papers
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Catalogue: ESOMAR Fragrance Research Conference 2003
Author: Philip Wolf
 
March 16, 2003
Research Papers
Getting answers without asking questions
Catalogue: Online Research 2009: Online Panels & Beyond
Authors: Niels Schillewaert, Emilie van den Berge, Annelies Verhaeghe
Company: InSites Consulting
October 29, 2009
Videos
What If We Stopped Asking Questions?
Catalogue: Congress 2022: 75th Anniversary
Author:
 
September 23, 2022
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