The case of the elusive insight: lessons from the greatest researcher of them all

Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the essentials of the insighting process from problem definition to final solution, and a lesson in telling our story well.

The case of the elusive insight: lessons from the greatest researcher of them all

Achala SrivatsaNielsen Customized Research, ACNielsen International, United States

Anjali PuriClient Service, ACNielsen, India

Shashikala RajMarket Research and Insights, United...

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