Research in a world without questions
Tom Ewing and Bob PankauskasRobin Brown and Joseph ChenBrainJuicer, UK and Allstate Insurance, USA
Introduction
Is it possible to do market research without asking direct questions?
The idea may seem like a parlour game – the research equivalent of peeling a satsuma in one go – but there are excellent reasons to take it seriously. This paper will argue that "research without questions" is not only possible, it's often essential – it's the best way to get at what people actually do, not just what they say they do.
This...