Choose change. Forward looking research at its best

Kirsty Fuller and Maggie Collier Kirsty Fuller

The true power of knowledge lies in its role of informing and guiding a brand's future marketing plans.

Choose Change: Forward Looking Research at its Best

Maggie CollierandKirsty Fuller FLAMiNGO, United Kingdom.

TAKING UP THE CHALLENGE: RESEARCH FOR THE FUTURE Foreseeing the Unpredictable

It was the question ‘Can we foresee the unpredictable?’ which inspired us to write this paper.

For some time we have been acutely aware of the criticism being levelled at qualitative research for its failure to look forward and help develop truly ground-breaking ideas. The criticism is not without foundation. Too much qualitative research which purports to be creative and insightful is in fact feedback-driven. There is often a lack...

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