Harnessing The ‘Four Pillars Of Insight’ To Gain A Return On Insight
Tony BowdenMarketStream Limited, United Kingdom.
Elizabeth SingletonDanby Windmill Mineral Water, United Kingdom.
INTRODUCING THE MAIN QUESTIONS AND HYPOTHESIS OF THE PAPER
The hypothesis of this paper is that using a diverse set of online research techniques in an integrated manner helped draw a team of experts to work very closely together on a set of new product development research challenges – helping bring each of them out of their ‘silos’ and ultimately to discover a new comfort zone. Our experience is that this process was powerful,...