Reinventing qualitative research
Belle Frank and Anne Manning
There are many things we used to think were true that we are just not so sure about any more. And not just the obvious ones like the Tooth Fairy or Prince Charming. We used to believe market research offered effective ways to help marketers create and differentiate new products, services and communication platforms. But the research we use to help create ideas is not working – in fact it is killing our ideas. No wonder so much product innovation fails and marketing communication falls on deaf ears. The world...