Phoenix and the Power of Garbage: For Possible Side Effects Consult Your Doctor or Market Researcher

This presentation examines ‘info trash’, information from qualitative research which is dismissed as irrelevant to the objectives.

Phoenix and the Power of Garbage: For Possible Side Effects Consult Your Doctor or Market Researcher

Angela Giebner, Ayobamidele Gnädig, Paul Robert Thomas

SERENDIPITOUS DISCOVERIES

"I have learnt to discover the good things in all that is spontaneously rejected, and the bad things in everything that is easy to accept." (Serge Lutens, Parfumeur)

In the early 1820s a number of unlucky Germans met an untimely death after having indulged in – how cliché – beer and sausages. A Dr Justinus Kerner was responsible for finding out what could have caused these unexplained deaths. On examination of...

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