Abstract:

The paper raises questions about the adequacy of conventional qualitative research techniques for the future. A change in orientation and practice is needed if we are to develop a meaningful understanding of consumer responses to the advanced brand marketing environment of the late '90s. This change especially means a rethink of what 'fieldwork' is, concentrating on 'being there', and what really happens as well as what is said. The context is elaborated in both philosophical and practical terms, covering consumer values - and their limitations, client needs, research industry strengths and weaknesses, and how these might be tackled.