(Re) Searching: The Future Through the Past
Rose Tomlins, Laura Fry
In this paper we will put forward an argument to advocate the validity and importance of qualitative research throughout times of economic uncertainty and change. Our argument is that qualitative research can enable us to make hindsight our friend and not our enemy. Far from ‘expiring’ or ‘going out of date’ we will demonstrate in this paper that qualitative research insights do allow for re-interpretation over time; that true insight does not simply ‘expire’ or go ‘out of date’, even when the market changes suddenly.