Abstract:

"Faster, cheaper, slyer" sounds like the Olympic motto translated into current requirements for market research and is rooted in client demands as well as respondent capacities. How qualitative research is able to encounter the need for an efficiency paradigm without losing its identity by focussing on qualitative core techniques is demonstrated in this presentation. Brief Encounters is a hybrid approach which challenges our methodological and analytical skills as well as client handling, but hence strengthens our position as researchers.