How many people said that?: Paradigms for informed decision making

Jon Chandler

This paper codifies some of the major knowledge paradigms qualitative market research works with. Establishing what drives behaviour, motivates change, or what the future might look like, is not as simple as asking people the question.

How many people said that?: Paradigms for informed decision making

Jon Chandler

Introduction

The back story

The title of this paper; 'How many people said that?', relates to a recurrently asked question that triggered the whole enterprise underlying this paper. This all began life as a response to a single member of a client team whom I have never seen and who still remains anonymous to me … here I shall call him Jim. He was based in the USA and I was not.

I had conducted qualitative market research projects for Jim's company for a number of years. Things...

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