Overview of combined method

From the very outset, we would like to stress that while this case study is drawn from British politics, the principles behind the approach are entirely applicable to multi-national brands and that nearly all of our work is for such brands.

Foreword: Transformation through synthesis of two very different methodologies

Despite the digital revolution and the huge expansion in psychological and sociological understanding, a great deal of mainstream qualitative and quantitative research is still based on an explicit "question and answer" construct, which has not fundamentally changed since the inception of the industry. New implicit techniques have emerged, and this paper describes an important new addition to the armoury of those more evolved techniques. However, by synthesising two relatively new "cultural observation" approaches, we feel we have created something genuinely transformative.

The traditional paradigm: Extrapolating from a captured microcosm