The case of the elusive insight: lessons from the greatest researcher of them all

Achala Srivatsa, Anjali Puri and Shashikala Raj

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the essentials of the insighting process from problem definition to final solution, and a lesson in telling our story well.

The case of the elusive insight: lessons from the greatest researcher of them all

Achala SrivatsaNielsen Customized Research, ACNielsen International, United States

Anjali PuriClient Service, ACNielsen, India

Shashikala RajMarket Research and Insights, United Spirits Limited, India

INSPIRATION THROUGH DISRUPTION

Crime and its corollary, crime detection, have forever fascinated us. They have given rise to the entire genre of detective fiction, which despite having epithets like 'penny dreadfuls' hurled at it has survived and thrived and given the world a host of detectives – some tough talking, some sensitive and accented, some laconic and others quite iconic, chief...

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