The future of research.

Bas Homans and Fiona Jack

Qualitative research has at its essence the search for a consumer 'truth', an insight into behaviour or attitude that will guide the marketer to a product positioning distinctive and relevant enough to cut through the data 'smog' and advertising clutter of the contemporary marketplace.

The Future Of Research

Getting close to reality

Fiona Jack Managing Director, Green Light Research, United Kingdom.Bas Homans Director/Partner, MARE Holland B.V., The Netherlands.

ONLINE QUALITATIVE RESEARCH – BENEFITS AND DRAWBACKS

Penetration of the internet is rising rapidly in Western countries and Asia, and interest in online research is also growing. The internet offers a new method of data collection, for quantitative researchers in particular, that will prove as revolutionary as computer assisted telephone research was during the seventies and eighties. It comes at a time when concern about rapidly growing non-response rates in telephone research is...

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