The influence of Bill Schlackman on qualitative research
Simon Patterson and Francesca Malpass
QRi Consulting
Introduction
William ‘Bill’ Schlackman was Chairman and Managing Director of William Schlackman Ltd. Referred to by some as the father of UK qualitative research, he is recognised as being responsible for popularising motivational research techniques and contributing to the development of qualitative research in the UK and beyond. Starting his market research career under the mentorship of Dr Ernest Dichter in the United States, utilising his background in clinical psychology and his experience in projective tests, he went on to set up a...