Qualitative research: Raising the quality

This is an introduction to two articles featuring qualitative research. It takes a critical view of how qualitative research has progressed and concludes that current methodology is in a rut.

Raising The Quality

New thinking in qualitative research

What is wrong with qualitative research? This is not an idle question, since a lot of people seem to be sniping at the discipline, which has been fundamental to many advertisers' and agencies' efforts to understand their brands and develop communications for them for many years now.

The problem seems to be that the discipline has become stuck in a rut, methodologically, in spite of various attempts to proclaim new paradigms and the like. At the same time, there are observers of the scene who claim with how much justification it...

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