Abstract:

This presentation demonstrates the need for qualitative research to evolve in terms of deliverables. Inspiration was drawn from two different yet rapidly evolving areas; cinema and cricket. For researchers to grow and clients to thrive in the current environment, it is crucial not only to take cognizance of the clients' needs, identify the insights and translate it into actionable recommendations, but also deliver it effectively so that the audience can be convinced of its power and profit from the continued use of qualitative research.