Communicating Creatively: From digital media to stains on the bedroom floor
ESCAPING THE INSIGHT CONVEYOR BELT
Market research relies on effective communication to succeed. Clients brief agencies, agencies deliberate with respondents, and agencies feedback to clients – and in this cycle the same communication tools are used with little pause for thought. For a qualitative project ideas are typically conveyed to respondents in groups using mood boards and their feedback is presented back to clients using PowerPoint slides and written summaries. We use these methods because they get the job done; we rarely use them because they...