The Association for Qualitative Research
The Hub of Qualitative Thinking

Consumer connection programme

A programme by which key members of a client company, such as the marketing team, spend time directly with consumers or other people representing the client's existing or target customers. They may do this occasionally or on a regular basis, and at a central location or in customers' own homes. These encounters might be arranged and facilitated by a research agency, and can be wholly or partially facilitated e.g. in client/consumer workshops, or at an initial meeting. Generally, though, ongoing interaction is not mediated by a researcher; the point of these encounters is that the client gets direct personal involvement with the target audience.

 

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