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IDIs offer the ability to uncover thoughts, feelings, and beliefs. There’s art and science in crafting a session that maximizes the ability to do so.
Format: How-to
Level: Level 1, ideal for beginners, no prior market research knowledge or experience is needed.
Learning Objective: It can be tempting to seek insights behind thoughts, feelings, or beliefs by asking “Why?” Yet “why” can be limiting. This session identifies alternatives that can provide richer, more in-depth insights.