Stop communications, start communicating

Neil McPhee

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced by either marketeers or many researchers, in spite of the fact that evidence of the effectiveness of specific approaches exists, as do techniques for interviewing/analysis.

Give Research a Chance

Stop Communications, Start Communicating

Neil McPheeNuance Research Ltd., United Kingdom

INTRODUCTION

Qualitative research has always been about the complex, in that it deals with the most complex of subjects, the human mind/human being. Over the past few years, we have too often allowed qualitative research to become commoditised, and simplified, bought by the yard and turned round in days.

We also still charge nothing like that which our skills and experience are worth, and clients still do not recognise/value our input. There are enough available techniques and skills to do the job; but we lack...

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