The case of the elusive insight
Lessons from the greatest researcher of them all

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Author(s): Achala Srivatsa, Shashikala Raj
Collection: Consumer Insights 2007
Keywords: Business Trends

ESOMAR Best Paper Award 2006/2007
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Detective fiction offers a powerful framework for researchers to borrow from, not just as a source of inspiration but also as a way of thinking about our role as 'problem solvers', a reminder of the essentials of the insighting process from problem definition to final solution, and a lesson in telling our story well.

Adopting it would bring in a distinctive flavour to insighting; bring in the excitement and the enthusiasm necessary to convert insight-chasing into a rollicking intellectual ride rather than 'just another project'.

Date of publication: 07.05-2007
ISBN: 92-831-0206-1
Order Code: ESOMAR_paper_S321_03_Raj_Srivatsa
Number of pages: 15

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