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

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


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?...

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