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
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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...