Leap into Narratives Narratives, or storytelling, allow research participants to tell their story in an unstructured way that releases them from our structured questionning that sometimes suppresses key findings. Such “unstructure” can lead to powerful, unexpected insights. During narratives the participant expresses him/herself in ways that are unconventional and revealing of context, behaviour, relationships and [...]
Forrester Industry Report Executive Summary From December 2, 2008 Tough economic times will actually serve to turbocharge the “faster, cheaper, better” changes that have been revolutionizing the business of market research — but expect an increased emphasis on “cheaper.” To save dollars in 2009, more firms will use online survey tools themselves instead of outsourcing [...]
Marketing Execs: Researchers Could Use a Softer Touch ARF Panel Talk Emphasizes Need to Ditch Surveys and Listen to Consumers’ Stories, Feelings By Jack Neff Published: January 27, 2009 SAN FRANCISCO (AdAge.com) — Long known for crunching numbers and being statistical gatekeepers of the marketing industry, market researchers need to shift their focus toward listening [...]
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