Ideas for Business
The Use of Creative Idea Generation Techniques in Business to Business Research
Mary BardNOP World, United Kingdom
BACKGROUND
It is sometimes suggested that business to business interviews should be conducted in a 'professional' or 'serious' way, and that the kind of creative or projective exercises commonly used with consumers will not work with a business audience: indeed, that such an audience might even refuse to participate in such exercises. This paper will demonstrate that this is not necessarily the case: rather, that the use of particular exercises can involve and interest a business audience just as...