This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.
Chapter 14: Using Empathy and Narrative to Ignite Research
Using Empathy and Narrative to Ignite Research
The Importance of Empathy and Narrative
Listening and storytelling have always been critical skills for market researchers. With the increasing democratization of research, easier access to customer and market data, and the need for inspiration ...