(Re) Searching: The Future Through the Past

This presentation outlines a model currently used to predict future patterns and behaviours by re-visiting existing qualitative data.

(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 Far from ‘expiring’ or ‘going out of date’ we will demonstrate in this paper that qualitative research insights do allow for re-interpretation over time; that true insight does not simply ‘expire’ or go ‘out of date’, even when the market changes suddenly.


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