You’ve surely heard the old joke about what happens when you “assume.” Well, when designing a research study, one fatal flaw can make or break your results and that's to assume that what you mean is the same as what your consumers mean.
You need to be speaking the same language and establish the ground rules. If you don’t, you will miss the game and your results could be worthless.
Come see concrete examples from a range of categories that will help you to avoid making flawed baseline assumptions. Cindy Dumlao, Sensory Manager for MARS Wrigley and Susan Fader, Insight Navigator for Fader & Associates, will show you how to better engage both the client and the consumer in the exploration journey and how to inject a little fun along the way.