How to 'lose weight' qualitatively

Date of publication: November 10, 2002

Company: Ipsos MRBI

Author: Naama Forsrup


What does qualitative research has to do with losing weight? Seemingly nothing! This paper describes how, by doing research on weight loss and the question of motivation, we came to a new understanding of our own role as researchers and consultants. Successful weight loss should not be perceived as a series of isolated projects but rather as a life long change process. The same applies to successful cooperation between a client and a supplier. It requires moving from a project-approach to a process approach.

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