Subject Index
 

Recent internet developments permit reliance on the shared intelligence of groups for market research. We illustrate two applications in which users create content from their responses to open-ended q ...

If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is a hot topic. The generation of ideas - or 'ideation' - is obviously crucial ...

While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. This paper discusses Unilever's experience of the strengths and ...

All companies like to believe they're innovative, but few bring that trait to the forefront. This paper presents five best practices for creating a culture of innovation in a marketing organization: 1 ...

Market research has traditionally been the mediator between customers and companies, and has normally been based on techniques and processes that treat people as passive respondents. In the face of te ...

This paper provides practical strategies for fostering a culture of innovation throughout your entire organization, a culture that both stimulates and places a high value on creative thinking and team ...

This paper is the story of the search for creative consumers, complete with investigations, detours, dead ends, findings and eventual breakthrough in identifying Creative Individualists, together with ...

This paper shows researchers how to connect as powerfully as possible with the decision-making apparatus within client organisations. It argues that decisions are made by people, not organisations. Pe ...

Janet Grimes discusses the two critical parts of any brainstorming session from the facilitator's point of view - process and content. First she looks at organising the session, then moves on to how t ...

Offers thirteen guidelines for successful brainstorming within companies (meetings for generating new ideas). It is essential to plan, prepare and conduct this operation correctly; if not, it can dama ...

Woody Allen is an excellent example of an innovative thinker. He's provocative, controversial, and often misunderstood. This is because he challenges and breaks the norms in society. Innovation does n ...

This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques ...

This paper explores the role that brainstorming plays and should play in the innovation process; does it really deliver what it promises? An emerging disconcert is at the heart of this question; has ‘ ...

Organisations that lack creativity will fail. Traditionally new product ideas have come from many sources both within an organisation, e.g. management brainstorming, or from outside the organisation t ...

The paper considers the use of Creative Idea Generation techniques with business respondents, in both group discussions and individual interviews, with particular reference to employee research conduc ...

This paper presents the Brand anniversary model which combines creative thinking tools in the process of developing new brand strategies. Creative thinking tools and Jungian theory of cognitive proces ...

Proposes a practical approach to help qualitative researchers investigate innovative ideas. The problem is not that people cannot express their views; rather, it is uncertainty as to how these respons ...

In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers ...

Although consumers cannot tell advertisers what new products to launch or how to reposition a brand, they can be asked to build the big idea and spot the market opportunity. The keyword here is future ...

The Da Vinci Code was a phenomenal best-seller and a marketing success story that defied conventional explanation. This think-piece paper notes that no systematic research has been done to shed light ...

Market research is limited in generating innovative product concepts because of consumers' inability to say what they really want or how they will really behave. The authors suggest that research can ...

Examines some of the applications of repertory grid theory and technique to qualitative market research. In particular, it shows how it can be used to explore five basic components of the network of s ...

This paper focuses on the elicitation of consumer preferences. It suggests that preferences can be reversed depending on factors such as how they are elicited. 3 studies are reported which examine t ...