Abstract:

This presentation provides an analysis of the emergence, evolution and future of qualitative market and social research, based on a review of its history in terms of the psycho-social, political, economic, marketing, and technological changes over the last 60 years. The analysis is supported by key practical applications, seminal articles, and interviews with leading practitioners and major client buyers' expectations for the future. The prediction of excellence in the years to come and potential pitfalls are reviewed.