Provocative discourse as an insight generator

Elena Mosicheva and Tatyana Ziglina

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, provocation is in line with the qualitative philosophy in a sense of “provoking” insights, ideas and creativity. Secondly, few provocative techniques have been included in the moderator's repertoire of enabling methods. Finally, provocation is currently becoming one of the instrumental elements of marketing and brand communication.

“Provocative qualitative discourse” is a new and unconventional concept that seems...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands