Jon Cohen "Understanding what people think, when you can't trust what they say"
The New Abnormal
The Four Dominant Types of Respondent
There are four different types of respondent, or four diferent types of response. There's the supporter, the critic, the developer and the disinterested. And if you go back to this fundamental principle that the response isn't real, that you can't trust it, then we have to change the way we think. Our job is to seek out all four types of response, understand them and then work out what to do. The exciting part is to turn that noise something meaningful.
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