Serpents with tails in their mouths: a reflexive look at qualitative research.

Anjul Sharma and Gareth Pugh

This paper aims to address the issue of being a respondent, and goes full circle by using qualitative research to delve into respondents' experiences of being 'researched' in the UK, US, India and China.

Serpents with tails in their mouths: a reflexive look at qualitative research

Anjul Sharma and Gareth PughSynovate, United Kingdom

INTRODUCTION TO OUR GARDEN, ITS MAIN CHARACTERS AND THE STORY OF OUR GENESIS

Picture the Garden of Eden. Eve is standing at the foot of the Tree of Knowledge, and coiled in the Tree is the Serpent looking knowingly at that luscious apple. All it needs is for the Serpent to persuade her to take that first bite – one bite of that apple and knowledge will be hers. She is, of course, being tempted. Or is she?...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands