Coming to terms with emotion

This paper addresses the question of how to capture emotions in qualitative research. The authors present a new method on how to tackle emotions, using the 'Emoti*Scape' tool which is based on a list of emoticons (i.e.

Coming to terms with emotions

Ute Rademacher and Kay-Volker KoschelIpsos Qualitative, Germany


Qualitative research often claims to also gather – besides rational and functional business aspects – the more emotional side of the coin:...

Not a subscriber?

Schedule your live demo with our team today