Striking gold in the qualitative mine

Jem Wallis and Vanessa Briese

This paper proposes a three-step model to understanding the consumer's world beyond the category. It proposes that this more sophisticated approach generates more meaningful and powerful insights for the client.

Striking gold in the qualitative mine

Jem Wallis and Vanessa BrieseHeartbeat Trends Australia Pty Ltd, Australia

INTRODUCTION

In order to build vision and generate strong insights to impact business, we propose there are three steps that researchers should advocate and clients should embrace.

STEP 1. INSTILLING A 'TOP-DOWN' APPROACH

Traditionally marketers think of qualitative research as a means to explore their brands and categories. They expect qualitative research to answer the 'why' and the 'how' questions they have. Along the way they also hope to understand more about the consumer, and even gain an insight or two....

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