Delivering Results in Qualitative Market Research by Valerie Braithwaite

By Valerie Braithwaite

`Anyone utilizing, practicing or educating qualitative examine will locate during this sequence a treasure-house of rules, thoughts and matters. this can be a "must-have"' - Admap `This is likely one of the top texts at the topic i have stumble upon and that i did locate many of the content material actually inspirational' - Mick Williamson, inventive Director, TRBI for briefly journal `It may be crucial interpreting for somebody concerned with qualitative industry study' - David Barr, Director basic of the industry study Society `An perfect source for individuals aiming for a qualitative industry learn occupation, for lecturers to grasp extra approximately a big box of software for qualitative learn tools, or in case you are already engaged within the box and who desire to replace their talents and consider their perform and occupation' - Nigel Fielding, collage of Surrey Qualitative industry learn is a landmark publishing occasion. The seven volumes supply, for the 1st time, whole assurance of qualitative industry examine perform, written through skilled practitioners, for either a advertisement and educational viewers. The set fills very important marketplace gaps: it bargains advertisement practitioners authoritative resource texts for education improvement; and offers scholars and researchers with an account of qualitative examine idea and perform in use at the present time. each one ebook cross-references others within the sequence, yet is additionally used as a stand-alone source on a key subject. The seven books were rigorously dependent so one can be thoroughly obtainable when it comes to language, use of jargon and assumed wisdom. skilled marketplace researchers will locate the instruments to aid them significantly assessment their very own paintings. these new to industry examine should be supplied with a whole map of qualitative industry examine thought and perform (including manufacturers and ads idea) and the stimulation to debate and study extra with tutors and practitioners. Qualitative marketplace learn should be a useful source for educational libraries, advertisement industry researchers, in addition to crucial analyzing for college students in marketplace study, advertising and marketing and enterprise reviews.

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THE IMPLICATIONS OF CHANGE – GOOD NEWS OR BAD? Is the context of change one that qualitative researchers should be worried about? At the risk of being accused of giving a typical qualitative researcher’s response, the answer is probably, ‘It depends’. Some feel that the result of all this change could be an erosion of qualitative market research as a business service. This comment from a researcher with much experience on both the client and supplier side paints a potentially bleak view of the future for all research, not just qualitative, and sees consultants as the winners to research’s loss: As an industry, we are slow and ponderous.

In-depth knowledge of the client’s business allows the researcher greater latitude in the utilisation of advisory skills. Some qualitative research attempts to make the leap to broad advice without this understanding and that results in naïve and unrealistic recommendations. Advice in a vacuum is both unprofessional and arrogant, and undermines the standing and perceived usefulness of qualitative market research. One thinks here of the example quoted earlier of advising a total rethink of a brand’s packaging when for the company to do so would involve a prohibitively costly multi-million pound or dollar investment in new plant and machinery.

2 A Note on Neuro-Linguistic Programming In both this and later chapters, reference is made to Neuro-Linguistic Programming (NLP). Those who are interested in knowing more about NLP would find these titles useful: The User’s Manual for the Brain by Bob G. Bodenhammer and L. Michael Hall is a comprehensive manual, whilst Introducing Neuro-Linguistic Programming by J. O’Connor and J. Seymour is an approachable starting point. Put simply, NLP is the art and/or science of excellence, and its models are based on studying how leading people in their field obtain their successful results.

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