Using reality TV to garner consumer insight

Details how Northstar Research created its own versions of reality TV shows The Apprentice and Come Dine With Me, explaining the processes involved and how it used them to gain insights from the participants.

Inspired by our advertising cousins, for a while now, we market researchers have seen the benefit of marketing our product – namely research – to increase desire. As part of this, we have been experimenting with tapping into pop culture to better engage our research participants, and clients, alike. To us, it makes perfect sense that by looking at what the people we are trying to engage with are choosing to consume in their everyday lives – and how they are consuming it – we can increase levels of participation and interest in research. This started by branding our projects...

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