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Research papers

Generating and testing the ideas that will smell just right!

While "brainstorming" can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. Jaroslav will relate Unilever's experience of the strengths and weaknesses of "brainstorming" within a...

Catalogue: Innovate 2008
Authors: Evert Bos, Jaroslav Cir, David Whitelam
Company: BrainJuicer
June 16, 2008
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Citation

Bos, Cir and Whitelam (2008a, June 16). Generating and testing the ideas that will smell just right!. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/generating-and-testing-the-ideas-that-will-smell-just-right-