Loser, hero or human being – are you ready for emergent truth?

The Dutch government has a long-running campaign to counter drinking and driving, called 'Bob'. Bob is the person who is designated not to drink, and who will drive everyone else home.

Loser, hero or human being – are you ready for emergent truth?

Jochum StienstraFerro MCO, Netherlands

Wim van der NoortResearch, Dutch Ministry of General Affairs, Netherlands


This paper offers an alternative to the 'default' analytical approach to problems in market research. The method we offer is radically different from all qualitative and quantitative approaches currently used in research.

The method we propose helps researchers and clients look at consumers without formulating a model or hypothesis beforehand. The methodology offers a systematic way to introduce intuition, flexibility, creativity and imagination into the process without falling into the trap...

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