DIY: Consumer driven research

This paper focuses on the research industry's adherence to the group discussion in qualitiative research, its validity for consumer research in the late 1990s and its optimal implementation and practice.
  

DIY: Consumer-Driven Research1

Frances Yelland andCaryl Varty Market Behaviour Ltd

INTRODUCTION

As Reuter points out in his paper, The seven mortal sins in qualitative research, the qualitative research profession has the potential to be one of the richest, most fascinating and demanding in the world:

Our job is to acquire a better understanding of this world and of the human beings who live in it. (Reuter 1995)

However, at the ESOMAR seminar in Rome 1993, research buyers confronted the research industry with the criticism that:

Qualitative research is becoming a disreputable technique

and...

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