Integrating qualitative research and futurism

Ray Poynter

This paper shows how the techniques of the futurist can be used to add value and insight to the marketing research process.

integrating qualitative research and futurism

Ray Poynter The Future Place

The Problem

Much of the research currently commissioned and conducted is fundamentally flawed by its lack of future focus. From brief to proposal, to research, to analysis, and to conclusion the focus is all too often on the detail and not on the big picture. Whilst it is important to understand what people do, and why they do it, it is even more important to try to assess what people will be doing in the future, what forces will affect that future, and what the product, service, or brand...

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