search query: @indexterm market research / total: 2057
reference: 224 / 2057
| Author: | Trevaskis, H. |
| Title: | "You had to be there": why marketers are increasingly experiencing consumers for themselves and the impact of this on the role and remit of consumer professionals |
| Journal: | International Journal of Market Research
2000 : SPRING/SUMMER, VOL. 42:2, p. 207-218 |
| Index terms: | MARKET RESEARCH CONSUMERS ROLES |
| Language: | eng |
| Abstract: | You are in a pub or a bar with a group of friends. One friend is animatedly recounting a funny experience. They work hard to explain it in detail, setting the scene, describing who was there, what went on and how it felt. Keen to share the essence of the moment, the audience is leaning forward, listening willingly, smiling politely, trying hard. And just not getting it. After struggling valiantly to engage, the frustrated story teller slumps back in the chair, sighs deeply and says with a shrug, "I guess you just had to be there". |
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