Collaboration: From 'me' to 'we' research

Current research dogma states that research questions must be addressed only to 'me', the individual respondent.

From 'me' to 'we' research

John Kearon

'We' research adopts our innate ability as social animals to understand and predict other humans' behaviour

Current 'Me' research dogma insists you must only ever ask me about me; my motivations, my behaviour, my hopes, beliefs, what I would buy or not buy. The one thing you must never ask is what I notice or predict about other people. This approach is seen as market research's best way of getting to the truth and the only way to accurately predict how ideas will perform in the marketplace.

This article challenges this 'Me' research...

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