Creating a new playbook: Making qualitative research more accessible to newcomers
Ray Poynter
Introduction
Perhaps one of the biggest challenges to the future of qualitative research is that more and more people who do not understand the qualitative paradigm are able to conduct projects, using sophisticated tools, without the knowledge of how to conduct qualitative research, or of how to analyse qualitative material. The risk to the standing and commercial position of qualitative research is that mistakes made by well meaning, but inadequately prepared, people will devalue the role of qualitative research.
Innovation, technology, and commercial imperatives have created a...