TITLE

In praise of the old

AUTHOR(S)
Lury, Giles
PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports that discussion groups may be out of fashion, but the methodology still has relevance and strengths for brand managers. Ironically using a classic technique of group analysis it is easy to identify a set of difficult-to-manage or time-wasting respondents. This has meant that many consumer insight managers are exploring new techniques and approaches. There is a rise in semiotics, ethnography and companies who increasingly use clinical psychologists as expert witnesses. The discussion group methodology still has relevance and strengths. It can be used to tap consumers' creativity.
ACCESSION #
16371275

 

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