Breach the innovators' final frontier

This paper discusses the values of, and applications for, a new qualitative research approach that uncovers consumers' innermost emotional drivers for product and brand choice.

breach the innovators' final frontier

Exploring consumers' inner visions and unleashing their creativity

Karin WoodandMick WilliamsonThe Research Business International

The Genesis of the Approach

Whilst we have to admit that the lineage of the approach described in this paper is slightly unexpected, we have certainly been keeping a watching brief on what is going on in the human resources (HR) field ever since. As a result, we have discovered that it is a very rich seam, especially when it comes to understanding and promoting creativity in the workplace and would commend the reader to explore this idea...

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