|Author(s): Achala Srivatsa, Shashikala Raj
Collection: Consumer Insights 2007
Keywords: Business Trends
ESOMAR Best Paper Award 2006/2007
|PDF version (download)|
Members: EUR 0.00
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'.