More, more, more - How respondents are demanding more and co-creating the research process

Fiona Blades, Rachel Brown

This joint case study will be relevant to any marketer or researcher interested in how to increaseresearch value through more creative engagement of participants whilst simultaneously reducingresearch costs.

More, more, more – How respondents are demanding more and co-creating the research process

Fiona BladesMESH Planning, United Kingdom

Rachel BrownOxfam GB, United Kingdom

INTRODUCTION

For many years we have treated respondents as just that, people who respond to the researcher's questions. But just as consumers are taking a more active role in the development of brands, so respondents (or participants or collaborators as i am sure they will become known) are up for developing new research techniques.

The marketing literacy of participants is changing and researchers should listen to what they have to say.

“I think...

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