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Verhaeghe, Annelies De Ruyck, Tom Schillewaert, Niels
Verhaeghe, Annelies
De Ruyck, Tom
Schillewaert, Niels
Citations
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Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2008
Journal
International Journal of Market Research
Book
Publication Volume
50
Publication Issue
5
Publication Begin page
655
Publication End page
678
Publication NUmber of pages
24
Collections
Abstract
Recent internet developments permit reliance on the shared intelligence of groups for market research. We illustrate two applications in which users create content from their responses to open-ended questions. Both the 'user-created brainstorm' and 'user-coded open end' procedure prove useful for market research. We discuss the outcomes and show that the social and collaborative aspects of the applications positively influence user evaluations.