Striking gold in the qualitative mine
Jem Wallis and Vanessa BrieseHeartbeat Trends Australia Pty Ltd, Australia
INTRODUCTION
In order to build vision and generate strong insights to impact business, we propose there are three steps that researchers should advocate and clients should embrace.
STEP 1. INSTILLING A 'TOP-DOWN' APPROACH
Traditionally marketers think of qualitative research as a means to explore their brands and categories. They expect qualitative research to answer the 'why' and the 'how' questions they have. Along the way they also hope to understand more about the consumer, and even gain an insight or two....