Abstract:

There is no 'sense' in data until it encompasses all senses of the consumer, there is no 'experience' as valuable as the one shared in real time by the consumer and there is no 'communication' as authentic as the one that is initiated by the consumer. We must bring consumers to the centre of our research world and help them interact in a way that allows for us to see, hear, touch and feel what they experience. We must move from transactional to multi-sensory environment of inquiry especially in a region where consumers believe less in communication through text. We ought to give them an array of outlets to express themselves in a way that is both effortless as well as more thought- (sense) provoking.