A research technique where a trained interviewer encourages respondents to speak about the first thing that comes to mind after hearing or seeing a spoken or displayed stimulus. The free-association interview offers insight into the thought processes and motivations of consumers in the purchase decision-making process.
Strategic Thinking: Best Methods for Making Performance or Direct Marketing Viable.
In marketing we tend to use the analogies of war. We talk about objectives and targets, about campaigns, overcoming consumer resistance and about mailing shots and the instruments of persuasion. Just as weapons have changed greatly …