Vantage Point

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					MARKETING RESEARCH

                    Vantage Point
         
				
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Description: There's a new kind of "soft" researcher that may be in increasing demand: a "CreaSearcher," someone who combines creative and qualitative research, bridging what has traditionally been a gap between the two. CreaSearchers recognize that qualitative is not, nor has it ever been, "research" in any scientific sense of the word. CreaSearchers have a different method, because they have a different goal. Their objective is not mining data, but telling stories. The CreaSearcher acts as a creative guide, an imaginative peer who interjects opinions, gently points out contradictions and formalizes points of view.
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