Inside the Consumer Mind: Consumer Attitudes to the Arts

Rupert Tower and Peter Cooper

Describes, in the context of the arts, how professional qualitative researchers can delve beyond simple rationalisations using techniques including group discussions and projective methods.
  

Inside the Consumer Mind: Consumer Attitudes to the Arts

Peter Cooper Rupert Tower  CRAM International

 

QUALITATIVE RESEARCH

Qualitative market research developed out of needs to understand why consumers do things, in contrast to the traditional market research roles ofcounting howmany or what they do. Its origins lie in psychology and social anthropology which are similarly concerned with explanations of human behaviour and, in practical terms, with ways and means of modifying behaviour. In its earliest forms it was called ‘motivational research’, reflecting marketing interest in human engineering. Nowadays it goes by the...

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