Provocative discourse as an insight generator

Provocation, normally understood in a negative sense, could be positively and ethically exploited for consumer insight generation in market research.

Provocative discourse as an insight generator

Elena Mosicheva and Tatyana ZiglinaMarketSense, Russia

ORIGIN OF THE IDEA AND THE PROBLEM SITUATION

The idea to enhance the role of provocation in qualitative research did not appear in a vacuum. First of all,...