Stop asking questions

Date of publication: September 19, 2007


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.

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