Eat the rich! Do Euro-millionaires have post-materialist attitudes?

The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing (methodological side) and how research results are taken into account in decision-making for a special media product created for the researched target group (content side).

Eat the rich! Do Euro-millionaires have post-materialist attitudes?

Kerstin Klär and Oliver TabinoSinus Sociovision GmbH, Germany

INTRODUCTION

This paper shows two different sides of state-of-the-art qualitative market research and consulting: the paper...