Mirror mirror on the wall: What we can learn by shining the spotlight on the respondents' role in the research experience

Hetta Bramley, Kristin Hickey and Vangelis Skouras

This paper demonstrates how respondents feel about the research process and how improving the experience can deliver more useful insights.

Mirror mirror on the wall: What we can learn by shining the spotlight on the respondents' role in the research experience

Hetta Bramley, Kristin Hickey and Vangelis Skouras

View the presentation deck for this paper

Introduction: The value of respondents

It is not uncommon in market research to take the respondents for granted. We commonly think that how we interpret what consumers say is more crucial than the quality of their feedback; if the latter is not good enough we will compensate with our experience and our, often common, wisdom. At the same time it is evident that...

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