This paper describes the authorsâ point of view about the importance of Qualitative Research in terms of creating new analysis tools for the understanding of the Internet consumer. The paper also describes the major findings about this issue from the authorsâ consulting and market research experience. Particular emphasis is given to the main mental representations and profiles detected during the Internet Qualitative Research Program presently being conducted in Portugal by APEME in order to evaluate the habits and psycho- sociological attitudes of the Portuguese consumer towards the Internet. A reference is also made to what it seems to be methodological challenges and innovations (namely the âTrio Interviewâ concept) launched by this Research Program, though we feel this is just a slight beginning. The paper is accompanied by some reflections on the above mentioned findings regarding Internet as a medium or advertising vehicle, its relevant marketing usage characteristics and the need of a qualitative approach to deal with the new emerging communication model.
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