Abstract:

This paper considers a broad range of qualitative methodologies currently being used, other than traditional groups/depth interviews, and examines how popular they are nowadays with both client buyers and agency practitioners alike. Additionally, the real reasons behind the employment of such ‘alternative’ techniques are explored - to what extent do qualitative researchers feel obliged to recommend something other than ‘just groups or depths’ in order to win new business? Original research amongst industry specialists (buyers and practitioners) was conducted to help shed light on these issues.