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Recruiting Alchemists Not Just Representatives Using Big 5 Personality Traits to Ensure Participants are Qualified to Make Ideas Better Not Safer
Original Program Date :
Length: 57 minutes
Recruitment is often seen as the boring end of the process - methodology has always been the sexy bit, right? Wrong — the sexiest methodology in the world falls flat without the right participants. This is the story of how we used the Big 5 personality theory to find the people are methodology deserved - and unique experiment we conducted to find the sweet spot.
Peter Totman, Head of Qualitative, Jigsaw Research
After 30 years as qualitative researcher Peter is still trying to understand what it is actually is. He is beginning to understand what it isn’t He has worked in research and advertising agencies in UK and US – and in 2005 joined Jigsaw Research to head up its qualitative offering. He was worked across a wide range of different sectors but particular enjoys brand and communication work.
Peter is a seasoned conference presenter and a familiar face (hopefully not overly so) to QRCA, MRS and Esomar audiences.
