Stop communications, start communicating

This paper examines the nature of marketing communications and the research mechanism allied to this area, and suggests that the essence of effective communications/communicating is seldom practiced by either marketeers or many researchers, in spite of the fact that evidence of the effectiveness of specific approaches exists, as do techniques for interviewing/analysis.

Give Research a Chance

Stop Communications, Start Communicating

Neil McPheeNuance Research Ltd., United Kingdom


Qualitative research has always been about the complex, in that it deals with the most complex of subjects, the human mind/human being....