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The case of the elusive insight

Date of publication: May 7, 2007

Catalogue: Consumer Insights 2007

Company: Nielsen

Authors: Achala Srivatsa, Shashikala Raj

Abstract:

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the essentials of the insighting process from problem definition to final solution, and a lesson in telling our story well. Adopting it would bring in a distinctive flavour to insighting; bring in the excitement and the enthusiasm necessary to convert insight-chasing into a rollicking intellectual ride rather than 'just another project'.

Achala Srivatsa

Author

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Shashikala Raj

Author

This is a long description of some author details.

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Citation

Srivatsa and Raj (2007a, May 07). The case of the elusive insight. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/the-insight-story