How to 'Lose weight' qualitatively
A new way to collaborate with your clients: changing a project into a process a case study
Naama ForsrupIpsosEureka
Introduction
Qualitative marketing research, in fact all marketing research, has traditionally been concerned with aiding companies with information input about products, brands, communication, image and so on. A question was asked how, why, when and an answer was given.
Although the research industry has been successfully answering questions, it has not always been successful at expanding the role of researchers towards becoming strategic business consultants. This has in fact been the focus...