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...