In search of excellence: the evolution and future of qualitative research

This paper reviews the history of qualitative market and social research over the past 60 years, in terms of the psych-social, political, economic, marketing and technological changes during that time, and forecasts future developments.

In search of excellence: the evolution and future of qualitative research

Peter CooperCram International Ltd, United Kingdom


This paper provides an analysis of the emergence, evolution and future of qualitative market and social research, based on a review of its history in terms of the psychosocial, political, economic, marketing, and technological changes over the last 60 years. The analysis is supported by key practical applications, seminal articles, and interviews with leading practitioners and major client buyers' expectations for the future.

And of course, it is a celebration of the Jubilee event as a significant 60 year review of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands