Working in depth

Roy Langmaid

This paper makes the case for working at relational depth (Mearns & Cooper 2007) in qualitative work.

Working in depth

Roy Langmaid

The Langmaid Practice

Early experiences matter: my qualitative work (1970–1990)

I am conscious of having fought for many years to gain acceptance for qualitative methods as having both utility and validity. The validity was of a different type than that found in quantitative studies, where validity is often based on statistical formulae that confer robustness on results. Qualitative validity is more a face-validity derived from working to understand how products and services interacted with needs and the circumstances of people’s lives – but no less true nor valuable for that.

All through the 1970s and...

WARC subscribers can sign in to keep reading

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