It's engagement, but is it research?: Effectively engaging decision makers

Alex Johnston
Jigsaw Research Limited, United Kingdom


The impetus for writing this paper came from a realisation that use of engagement approaches is increasing, or at least, we were doing more projects that include an engagement element.

Engagement approaches in some form have been around for a number of years, but their increasing prominence as a hot topic raises a number of issues about how they are used.

This paper will therefore cover the following areas:

  • How do we define engagement?

  • Why is engagement important now?

  • Why are (some) internal clients not engaged with their customers or research?

  • A review of a sample of different engagement approaches, covering drawbacks and pitfalls, as well as benefits of use.