The holistic approach: emphasising the importance of the whole and the interdependence of its parts

Christine Blache
PortiCo Research Europe, France

Karen Hofman
PortiCo Research, Canada

As corporate visionaries work to get to know their consumer in a fast changing environment wrought with global competition, where changes in the marketplace happen in the blink of an eye, they must break through the barriers raised by tight schedules, limited budgets and the resistance of soldiers of the status quo. What can be done? Strategic research managers turn to qualitative research as a source of innovation, but also in their quest for a new Grail in consumer research – getting quantitative results while using qualitative techniques.

But what kind of qualitative research can reap such results? Qualitative research that follows a holistic model; one which emphasizes the importance of the whole while simultaneously acknowledging the vital interdependence of its parts.