Total Credits: 1 Advance Credits
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 has over 25 years experience in qualitative research and ad planning. He is head of qualitative research at Jigsaw. He is a Fellow of the MRS and board member at the AQR. He has lived and worked in both UK and US.
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