Eat the rich! Do Euro-millionaires have post-materialist attitudes?

Kerstin Klär and Oliver Tabino
Sinus Sociovision GmbH, Germany


This paper shows two different sides of state-of-the-art qualitative market research and consulting: the paper elucidates the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing (methodological side) and shows how research results are taken into account in the decision making for a special media product created for the researched target group (content side). The paper also discusses the importance of our role being more of a partner rather than a supplier for the client. Moreover, the paper illustrates the importance of psychographic approaches and the theoretical background of modern qualitative research.