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.