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 been on obtaining responses 'of the moment,' usually without any warning or preparation. This approach makes the assumption that market research participants are ready, willing and able to make an 'authentic' contribution without understanding why, how and for whom.
This paper argues that 'blind' spontaneity – as in participants responding without contextual information – is becoming less relevant and effective at finding solutions to the increasingly...