Is spontaneity still relevant? The emergence of participative techniques

Traditionally, market research has aimed to collect information that is unbiased and therefore 'spontaneous', assuming that market research participants are ready, willing and able to make an 'authentic' contribution without understanding why, how and for whom.

Is spontaneity still relevant? The emergence of participative techniques

Caroline Pakel-DunlopThe Heart Ltd, United Kingdom

PREFACE

Traditionally, market research has aimed to collect information that is unbiased and therefore 'spontaneous.' The focus has...

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