Reality Check
Re-Establishing Context At The Heart of Intelligent Research

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Author(s): Bob Cook, Jessica Salmon
Collection: Qualitative 2012 - Informing Strategic Decision Making and Action
Keywords: Ethnographic Research, Innovation

ESOMAR Best Paper Award 2012/2013
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With innovation, we often explore research concepts in research environments where real world context and time to think are often in short supply. this creates a situation where logic and the rational mind can have an unrealistic share of voice when ideas are being explored and evaluated – giving us research answers. in 2009-2010 Bt sought to understand how best to position its innovative (for the uK market) fibre optic broadband product. the desire was to get beyond the product facts of headline speed, connection reliability and to really understand the human impact of supercharged internet connectivity. using a future facing global study and a video enabled blog community, the research managed to use context to answer the brief, galvanise the client and inspire a successful tv ad.

Date of publication: 08.11.2012
ISBN: 92-831-0263-0
Order Code: 71722_11
Number of pages: 15

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