Unscripting the script: Re-thinking conversations with consumers and stakeholders

Presents a new model of insight generation for market researchers, by opening up research practice for imagination and creativity through a more facilitative approach.

Market research is blamed for not fulfilling its expected role in terms of impact. Ongoing efforts do not seem to bridge the gap. This paper provides a new model of insight generation, based on enriching the research practice with experienced insight. The proposed model suggests a shift to a more facilitative approach, focused on decision-making through learning that comes from knowing, reflection, action, and feeling. It opens up research practice for imagination and creativity, which is needed in current disruptive times.

We need a new model for insight generation

"Research role" is to help brands in their quest of finding...

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