Stop asking questions: understanding how consumers make sense of it all

Dave Snowden and Jochum Stienstra

The challenge for market research is to deliver the insight needed to make the right management decisions.

Stop asking questions: understanding how consumers make sense of it all

Dave SnowdenCognitive Edge, United Kingdom

Jochum StienstraFerro Markten Communicatie Onderzoek, Netherlands

PREFACE

The challenge for MR is to deliver the insight needed to make the right management decisions. The basic MR tool is: asking questions, analysing the answers through statistics and/or interpretation and deriving meaning from this analysis. Excellence is often sought in refining those tools. We would like to suggest that this tool is limited and propose new and complementary ways of deriving meaning from consumers that is more suited to the complex world we are...

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