Abstract:

This paper focuses on aspects of Qualitative Research, where it has played the role of Sherlock Holmes to dig deep into consumer context and generated options to crack barriers and deliver new insights.It is based on the premise that Qualitative Research in its function of a Constant Surveyor is critical to alleviating marketing problems, especially those plagued by Myopia of Obvious (MOO). As a phenomenon MOO is not constrained by stages in product lifecycles, product categories, cultural contexts, marketing and business specific situations.Thus, it is hypothesized that the constant surveyor status quo of Qualitative Research would in the days to come, become a standard complementary parallel to other business functions such as marketing, sales, HR, etc.