Abstract:

In this paper the authors would like to produce some ideas on improving the impact of qualitative research. By impact we mean a positive influence on the decision-making process and on the decision-makers. First the authors take a look at the field of decision-making, and the role of qualitative research among other disciplines in this field. Then the authors take a look at the barriers that may prevent qualitative research from further qualitative growth, and at the opportunities for more impact. Using an example of a very small but high impact research, the authors take a look at the possibilities for the qualitative research world to shift to more pro-active research: pro-search.