Nothing else matters: What qualitative research can learn from musicians

This paper explores the similarities between music and qualitative research which, it argues, both need to create a balanced relationship between art and science.

Nothing else matters: What qualitative research can learn from musicians

Madhumita ChakrabortyPepsiCo

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Introduction

There is a reason why CMOs and CXOs like Qualitative research. Despite the sheen of being extreme data guzzlers, who regularly dissect complex data for business decisions, the CXO today is seeking simplicity. Very often the final frontier for answering to that oh so lamentable question "why" falls to the fate of qualitative research. To that extent, qualitative research has made the progression from the table of the Insights manager to senior management. The key...

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