Viewpoint: What next for qualitative research?

In this viewpoint, the author looks at the current state of qualitative research and looks to the future of the practice for market researchers.

What next for qualitative research?

Kirsty Fuller


I want to begin with a confession. No. Make that two.

Confession 1: I detest the term ‘quallie’. And I really mean detest. It makes me squirm. It implies an obsession with the consumer voice at the expense of everything else. It implies a cottage industry mind-set rather than a business mind

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