The contribution of qualitative research to the presidential campaign of Vicente Fox

Soledad Rojas and Guido Lara

Within the framework of theoretical and methodological reflection about the discussion group, this paper describes how qualitative research was used in the campaign of Vicente Fox, the new President of Mexico.

The Contribution Of Qualitative Research To The Presidential Campaign Of Vicente Fox

Guido Lara Senior Partner, REDES Consultores, Mexico. andSoledad Rojas Associate Consultant, REDES Consultores, Mexico.

INTRODUCTION

Many small changes that have taken place in the Mexican society lie under the triumph of Vicente Fox, the candidate of the Pro-Change Alliance (Alianza por el Cambio) in the presidential election of July 2nd.

One of such underlying short stories of change is the one that took place in the field of qualitative research. Few people know, however, that the qualitative information of the winning campaign...

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