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...