Lessons from Don Quixote: The Sancho Panza way to excellence in cross-cultural qualitative research settings

This paper draws on lessons from novel Don Quixote in order to propose a collaborative qualitative research model and challenge the assumption that the same approach everywhere will yield the same level of insight.

Lessons from Don Quixote: The Sancho Panza way to excellence in cross-cultural qualitative research settings

Nina Müller, Dörte Töllner and Andrew Vincent

Preface

In this paper three experienced international qualitative practitioners (two from Germany and one from the UK) say STOP to the currently common approach of 'commissioning' in qualitative multi-country studies. We argue for the transformation to a new more collaborative model for international qualitative and challenge the underlying assumption that the same research process everywhere will yield the same richness of insight and depth of outcome.

For us, there is a lot to learn...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands