Research that sparks: Methods to make market research more inspirational

This paper highlights six common myths in research and sets out related best practices for generating new consumer insights, using work with Telefonica, the telecoms company, as an example.

Research that sparks: Methods to make market research more inspirational

Annelies Verhaeghe, Natalie Malevsky and Thijs Van de BroekInSites Consulting and Telefónica Digital

Introduction

It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as "an electrical toy" (Anderson, 2005).

"Technically, we do not see that this device will be ever capable of sending recognizable speech…

Messer Hubbard and Bell want to install one of their "telephone devices" in every city. The idea is idiotic…

Furthermore, why would any...

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