Qualitative: Value, usefulness

 

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

Belle Frank, executive vice president, brand planning at Y&R, and Anne Manning, from the Innovation Practice, argue that we are misusing research - particularly qualitative research - in the developme ...

David Iddiols, senior partner at the HPI Research Group, reviews the status and role of qualitative research in today's world. He argues that qualitative research needs to remodel itself - then lists ...

The paper highlights and discusses successful alternatives to traditional research report writing in order to make qualitative research a better engine for decision-making. Three key factors for devel ...

In this paper the authors would like to produce some ideas on improving the impact of qualitative research. By impact we mean a positive influence on the decision-making process and on the decision-ma ...

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 b ...

The two authors of this paper are probably among those very few who can allow themselves to converse openly about the efficacy of using research and, in particular, qualitative research by clients. Th ...

This paper provides a dialogue which gives conference attendees the chance to have an inside view on the two sides of qualitative research – practitioner and client. The paper explores the key to the ...

The concept that there are two types of data (qual and quant) does not necessarily mean that there are only two approaches to research (qual and quant): a blended approach called “quanti-qual” can als ...

This is an introduction to two articles featuring qualitative research. It takes a critical view of how qualitative research has progressed and concludes that current methodology is in a rut. Compar ...

This paper aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current situation o ...

Improving or refining current products is not good enough to sustain or improve competitive advantage. Products, markets and categories are changing fast and consumers' (buying) behaviour is very diff ...

VSO (Voluntary Service Overseas) is an international development charity. Research was undertaken to provide insight into the relevance and impact of cultural heritage in determining motivations to vo ...

This paper uses a case study to explore the role research played in expanding the 'social contract' between a pharmaceutical company and its potential 'customers' In 1999, Eli Lilly and Company launch ...

Presents some personal views on the ways companies go about using information for making decisions. Argues that decision-making is a complex and cyclical process intimately linked to the `culture' of ...

The author emphasises that though researchers tend to concentrate on verbal methods of data collection via words and numbers, the bulk of communications are non verbal and that greater use of observat ...