Ideas for business. The use of creative idea generation techniques in business to business research

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'...