Abstract:

The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing (methodological side) and how research results are taken into account in decision-making for a special media product created for the researched target group (content side). The importance of our role as more of a partner than a supplier for the client is discussed, and the importance of psychographic approaches and the theoretical background of modern qualitative research is illustrated.