Too much genius not enough wisdom: It's all becoming qualitative nowadays

This paper explains how qualitative research has become a methodological asset that allows a better understanding of customer engagement, how it is evolving and how it can be applied to increase growth.

Too much genius not enough wisdom: It's all becoming qualitative nowadays

Helen Clark, Andrew Vincent and Frances WilliamsWaves Research & Consulting and Next Retail Group

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The expansion of qualitative: Genius is all around

Over the past decade there has been a methodological explosion; Neuroscience, Mobile Ethnography, Online Communities, Social Media Analysis, Facial Recognition, Sentiment Analysis and others have all been 'invented' or 'reinvented' for use in market research and insight. Methodological choice has become an art form. Genius is all around and most of it is qualitative.

Traditionally what sets...

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