The paper considers the use of Creative Idea Generation techniques with business respondents, in both group discussions and individual interviews, with particular reference to employee research conducted across six countries for BT, the United Kingdom's major telecommunications company.
Ideas for Business
The Use of Creative Idea Generation Techniques in Business to Business Research
Mary BardNOP World, United Kingdom
BACKGROUND
It is sometimes suggested that business to business interviews should be conducted in a 'professional' or 'serious'...
