Conference notes – History has a lot to teach us about the future of market research
Adam PhillipsReal Research
Joel has discussed how research needs to change, and the direction in which it is going. I am going to discuss what researchers used to know but have mostly forgotten.
In the 1940s and 1950s, Procter & Gamble interviewers used to have to memorise their questionnaires and conduct the interview without any visible means of recording, like a questionnaire or a notebook, and then write the answers down afterwards out of the respondent's sight. I am going to briefly explain...