It's engagement, but is it research?: Effectively engaging decision makers

The article discusses engagement and how research is involved in it, specifically between internal decision makers and customers and between decision makers and market research.

It's engagement, but is it research?: Effectively engaging decision makers

Alex JohnstonJigsaw Research Limited, United Kingdom


The impetus for writing this paper came from a realisation that use of engagement approaches is increasing, or at least, we were doing more projects that include an engagement element.

Engagement approaches in some form have been around for a number of years, but their increasing prominence as a hot topic raises a number of issues about how they are used.

This paper will therefore cover the following areas:

  • How do we define engagement?

  • Why is engagement important now?

  • Why are (some)...

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