Ad development: using qualitative research

This article is based on the book 'Developing Advertising with Qualitative Market Research'. In it Judith Wardle discusses the triangular relationships of client, agency and researcher and points out that they are seldom steady.

Ad Development: Using Qualitative Research

Judith WardleWardle McLean

Advertising-related projects represent about one-third of all qualitative market research carried out in the UK, and some of the most challenging for practitioners. They are challenging...