Pro-Search: Small Research, Huge Impact
Jochum StienstraFerro Markt – en Communicatieonderzoek, NetherlandsFrank van den DriestEffectiveBrands BV, Netherlands
QUALITATIVE RESEARCH: WHAT DOES IMPACT MEAN?
In this paper we would like to produce some ideas on improving the impact of qualitative research, beneficial to the whole field of marketing.
What exactly do we mean with 'impact'? We distinguish two strongly related and yet different factors:
The impact on the decisions made;
The impact on the mind of the people involved.
The first factor is the impact of the research on the decisions at stake, especially in a qualitative sense....