Provocative discourse as an insight generator
Elena Mosicheva and Tatyana ZiglinaMarketSense, Russia
ORIGIN OF THE IDEA AND THE PROBLEM SITUATION
The idea to enhance the role of provocation in qualitative research did not appear in a vacuum. First of all, provocation is in line with the qualitative philosophy in a sense of “provoking” insights, ideas and creativity. Secondly, few provocative techniques have been included in the moderator's repertoire of enabling methods. Finally, provocation is currently becoming one of the instrumental elements of marketing and brand communication.
“Provocative qualitative discourse” is a new and unconventional concept that seems...