The future looks creative: The role of design in the delivery of qualitative research

Laura Fry
GfK, UK
Kath Harding
MakeMark, UK

Introduction

This paper advocates collaborating with external experts, particularly designers, in order to develop new skills and solutions to delivering insight in more visual and more creative ways. As qual researchers, our industry is changing rapidly and with increasing austerity measures, the growth of digital media and an information explosion, clients will continue to demand that we deliver more, deliver better and deliver quicker. This paper demonstrates how developing new relationships, and identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and thus ensuring that what we deliver to our clients is impactful, meaningful and compelling.