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Understand What Others Don't
Author(s) -
Johnson Bonnie,
Masten Davis
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00224.x
Subject(s) - perspective (graphical) , dissemination , frame (networking) , sociology , engineering ethics , psychology , public relations , epistemology , political science , computer science , law , engineering , philosophy , telecommunications , artificial intelligence
WHILE “INSIGHT” IS THE goal of consumer research, Bonnie Johnson and Davis Masten question whether most of the research done today yields insight. They suggest that to make truly valuable discoveries, managers and researchers need to be experienced and have a long‐term perspective. They need to frame problems and questions creatively. They need to avoid premature conclusions. And they need to disseminate insights and findings widely within the organization.