Abstract:
To be able to pinpoint the relationship between qualitative research and neuroscience in accessing and exploring the unconscious thoughts and emotions of consumers, there are a number of fundamental misconceptions that need to be cleared up. Taking a look at how qual and quant have coexisted and contributed to each other until today, can help to determine neuroscienceâs relative role in the research universe â but also prompts a couple of key questions: will neuroscience spell the end for qual â or is it actually a much bigger threat for quant? To what extent can neuroscience really be counted as a qual tool? And whatâs the role of âcontextâ in all this?