Abstract:

Recession can prompt unusual levels of creativity. We need to do more with less. Researchers need to increase their business impact. The presenters argue that the way to reach this for qualitative research is by crossing three boundaries; 1) they should come forward as a consultant before and after the research project; 2) they should embrace and enrich quantitative research; 3) allow consumers to take over part of the research process. With the aid of a client case that conducted for air France and KlM on the transfer procedure, the presentation will show that the future of qualitative research is bright.