Too much genius not enough wisdom: It's all becoming qualitative nowadays
Helen Clark, Andrew Vincent and Frances WilliamsWaves Research & Consulting and Next Retail Group
View the presentation deck for this paper
The expansion of qualitative: Genius is all around
Over the past decade there has been a methodological explosion; Neuroscience, Mobile Ethnography, Online Communities, Social Media Analysis, Facial Recognition, Sentiment Analysis and others have all been 'invented' or 'reinvented' for use in market research and insight. Methodological choice has become an art form. Genius is all around and most of it is qualitative.
Traditionally what sets...