))
Your Discussion Guide Stinks
Manage episode 384017100 series 3529093
Content provided by Havas Medical Anthropology. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Havas Medical Anthropology or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Discussion guides, those documents packed with detailed questions and sub-questions that can go on forever, are at the heart of many research crimes. As marketers we rely on research-derived insights to build our strategic and creative outputs, but our ideas are only as good as the research behind them. Bad discussion guides, the bad processes that create them, and the bad luck for a moderator who is told "ask every question exactly as written", set us up for failure from the start.
Research is a practice, and like any practice it can be learned and improved. If the discussion guide is the driver of a lot of bad IDI research, then there must be a better way. Join us to uncover what makes a discussion guide stink, why we shouldn't even call them discussion guides, and how with a few tricks you can create guides that actually facilitate better interviews and better insight generation.
If you have any questions, feedback, or just want to say hi, email us at medicalanthropology@havas.com
Check out Breaking the Code on LinkedIn: https://www.linkedin.com/company/breaking-the-code-havas-health-and-you-podcast
38 episodes
Share
