Creative workshops as a qualitative research tool

Many commentators tell us that the qualitative research tools in most common use, while fit for many purposes, are ineffective in discovering the emotional reasons behind behaviour.
Richards

Creative workshops as a qualitative research tool

Martyn Richards

Martyn Richards Research Ltd

Introduction

The theme of storytelling is running through the research world at present: John Turner using it to engage decision makers (Turner 2012) and Martin Oxley using stories in quantitative research (Oxley 2012) as examples. In the client arena, it is at the heart of Coca-Cola’s forward strategy (Forward Marketing 2012). For myself, for several years I have been using a case study approach as an alternative to individual depth interviews, with several visits and locations over time, allowing individuals’ stories to inform the client as...

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