• A quick turnaround
– Can be less than a week
• Researchers spend time in a busy area
– Recruit respondents on the spot
– 15-20 minute interview, in a local café
– Responses captured on camera to illustrate key points
• When you might need a guerrilla…
– Getting a feel for current issues around a brand or category
– Offering fresh inspiration for clients and agencies
– Road-testing initial hypotheses before main fieldwork
– Or when time and budget won’t allow for anything else!
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