Research Topics:

Executive Interviewing

Content Type:

Glossary

Delphi Technique Definition

The Delphi technique is a structured method of gathering and consolidating expert opinions to make decisions or predictions about future trends, developments or outcomes.

The Delphi technique is a structured method of gathering and consolidating expert opinions to make decisions or predictions about future trends, developments or outcomes. Predictions are not based on hard data and long-term forecasting. It involves multiple rounds, or stages, of anonymous surveys or questionnaires in which experts provide insights and then revise responses based on the collective feedback. Ultimately, this converges toward a consensus. The importance of the Delphi technique lies in its ability to handle complex and uncertain marketing situations. Stage I of the procedure is to poll anonymously and separately poll experts. In Stage 2, results are consolidated and returned to experts as a group. Stage 3 polls individually again, in the light of peer group opinion. In theory, the process continues until consensus arrives.

Who relies on the Delphi technique?

Marketing professionals and researchers, as well as decision makers in academic and industry settings use the Delphi technique to deal with complex and uncertain scenarios, strategic planning, emerging trends and long-term forecasts.

Why should I care about the Delphi technique?

The Delphi technique provides a systematic way to tap into expert knowledge and opinions, thus reducing biases and minimizing the impact of dominant voices. Marketing professionals gain insights into potential marketing challenges and opportunities through the process, which leads to more informed and robust decisions about marketing.