Alice through the looking glass: the Qualitative researcher grows up

he author of this paper utilizes the Tao Collage decoding system, which applies Taoist conceptual thinking to a semiotic framework, to provide a glimpse of how qualitative researchers viewed the future.

Alice through the looking glass: the Qualitative researcher grows up

Luigi ToiatiFocus S.r.L., Italy

BACKGROUND

What you are about to hear – and see – is a story told in pictures by qualitative researchers (and others besides). It is the tale of a journey they made through the looking glass to catch a glimpse, like Alice, of a personal future that might be hiding behind a seemingly reflected image of the world.

In 2002 ESOMAR asked Alan Branthwaite and me to conduct a workshop on Elicitation and Projection Techniques. Alan was to develop the context for the techniques; I...

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