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...