N = No - Towards a new consensus on quality qual

James Parsons

This paper observes that the need for qualitative-based understandings of brand relationships is growing around the world as emerging markets grow, develop and fragment.

N = No

Towards a new consensus on Quality Qual

James ParsonsFlamingo International, United Kingdom

INTRODUCTION

This paper, which intends to provoke some thoughts and start a debate, or perhaps re-invigorate an existing debate, comes from a specialist in international qualitative research, who has over the last 10 years bought research on behalf of his clients in more than 50 markets around the world, and played a key role in setting up offices in both the United States and Asia.

The debate concerns this ... how far is there a common consensus around the world as to what...

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