Seven pillars of wisdom: the idea of qualitative market research
Jon Chandler
Mojo Brand Development
Introduction
Market research tends to be a practical and pragmatic discipline. It is usually most interested in results, it is a ‘we want to know’ kind of business. Sometimes there is less interest in how those results are actually achieved, ‘how we found out’. Typically, there is less interest still in the theoretical underpinning for ‘how we know what we know’.
This is particularly true of qualitative research for which there is no comprehensive and coherent theory of knowledge or epistemology. Here researchers tend to...