New Lamps For Old?

Mick Williamson
TRBI

The Research Business International has developed a ground breaking research methodology, called Innervision. For the first time in a market research setting, I would argue, it explores emotional drivers and subconscious feelings, and we hope to convince you that this is not just another case of a research company overclaiming. As an inducement to reading further, we suggest this approach might even provide a real alternative to commissioning and attending focus groups if only in the context of NPD and creative development.

We thought that the approach which has its roots in HR showed promise when introduced to it by an adventurous client at Allied Domecq. I admit we did not know what we were doing first time out, and we all agree we got a lot wrong.