Viewpoint: What next for qualitative research?

Kirsty Fuller

In this viewpoint, the author looks at the current state of qualitative research and looks to the future of the practice for market researchers.
Viewpoint

What next for qualitative research?

Kirsty Fuller

Flamingo

I want to begin with a confession. No. Make that two.

Confession 1: I detest the term ‘quallie’. And I really mean detest. It makes me squirm. It implies an obsession with the consumer voice at the expense of everything else. It implies a cottage industry mind-set rather than a business mind-set. It implies a lack of interest in data, numbers, business realities and brand solutions. It embodies an acceptance of a hierarchy in which quantitative is king and qualitative is the poor relation – a subservient other half adding texture...

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