Harnessing Social Brainstorming

The BIG Conference

Every year, top B2B researchers get together for the BIG conference. Over three days they hear about the latest developments in the research world. They learn insights from case studies and debate key issues for the industry.

Synthetron”s Catherine Shovlin presented a paper Harnessing Social Brainstorming. She used the concept of water cooler conversations to demonstrate the importance of a non-intrusive research method. Clients can listen conclusively to dispersed groups. Delegates considered this to be the best of the 18 talks they saw. So she was delighted to pick up the Best Presentation Award.

Market Research Society recognition

Later in the same year the paper was shortlisted for the Market Research Society’s Business to Business Award.

As a result of the event, Synthetron worked with ACCA. The Association of Chartered Certified Accountants (ACCA) is the global body for professional accountants. They wanted to reach their 130k members and 350k students worldwide.

Read the full paper

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