Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's 100 smartest marketing campaigns.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Books & Reports
Goodthinking: A Guide to Qualitative Research
About the Author
Warc Trends: Asia Toolkit 2012
Warc Trends: Mobile Marketing
Warc Trends: Seriously Social
Warc Trends: Shopper Marketing
Warc Trends: Toolkit 2013
Advertising Works 16
Advertising Works 17
Advertising Works 18
Advertising Works 19
Advertising Works 20
Advertising Works 21
From Prime Time To My Time
The Hidden Power of Advertising
How Public Service Advertising Works
Marketing Excellence 2
Marketing in the Era of Accountability
New Models of Marketing Effectiveness
Goodthinking: A Guide to Qualitative Research
By Wendy Gordon
1 84116 030 X
260x195mm, 336 pages
"Goodthinking is the perfect name for this great new book. The book helps researchers to think in new and exciting ways using an approach that is both theoretical and practical. Wendy makes it clear that the skill of the researcher, whilst dependent on good technique, is ultimately judged by the quality, originality and clarity of the thinking. Another essential for the qualitative researcher."
Laura Marks, Research & Planning Consultant
"Stimulating, entertaining and provocative. This has to be the definitive book on qualitative research. It is a must read for anyone involved in research and will be central reading for anyone entering the communications industry, whether researcher, planner or buyer. Wendy has left the research industry with a qualitative bible which even highly experienced researchers will want to keep by their side for reference."
Richard Pike, Head of Qualitative Research (UK), The Research Business International
"This book will remind everyone what qualitative research is meant to be about and how it ought to be done – things we too easily forget."
Paul Feldwick, Executive Director of Planning, BMP DDB
"This book covers the landscape of qualitative research in a way that inspires the reader new to the subject and stimulates the experienced researcher to think more deeply. Even after 20-plus years' involvement with research, I found my knowledge both challenged and increased."
Sally Ford-Hutchinson, Global Planning Director, DMB&B
is Wendy Gordon's personal guide to qualitative research theory, methods and practice based on 30 years' experience in the field.
This easy-to-read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. It also provides valuable insights into how the author's thinking about qualitative research has evolved in response to the changing demands of the marketplace.
The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them. There are also chapters on effective communication, projective techniques, models of thinking, advice on dealing with the pitfalls of stimulus material and positionings/propositions, lateral ways of dealing with brand development, and much more.
This important book is required reading for everyone who practices or has a professional interest in qualitative research. It is also a must-read for all those who commission and use qualitative research, particularly branding and marketing professionals and advertising agency account planners.
Use the 'Add to Cart' button above to add this product to your cart.
Other Payment Methods
If you would like to pay by bank transfer or cheque, please complete our distributor's order form using the button below: