The influence of Bill Schlackman on qualitative research

William ‘Bill’ Schlackman played a major role in the development of qualitative research in the UK. His experience in psychotherapy, clinical psychology and motivational research, as well as his relationship with Ernest Dichter, helped form what we know as qualitative research today.

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...

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