Abstract:

The qualitative research environment is rapidly changing. With a focus on foresight and innovation, marketers are realizing the importance of qualitative research and demanding more creative and actionable insights. Further, a wider range of disciplines are beginning to influence qualitative research. In this presentation we will demonstrate that the qualitative research industry needs a new type of practitioners - pragmatic polymaths, who are not only intrinsically suitable for qualitative research, but would enhance the capability of companies to navigate the evolving multi-disciplinary and knowledge-intensive landscape to drive greater creativity and business impact.