Abstract:

The paper comments on qualitative research as it is carried out at present in Europe according to different 'styles'. What is referred to as the "new" qualitative research is discussed and the view expressed that it has emerged from dissatisfaction felt by many professionals with the superficiality of much qualitative work; that it is a synthesis of old and new ideas incorporated within an eclecticism deriving from several related disciplines. Major influences from within and outside the market research profession are examined and the more important techniques in use, the so-called psychoscopic techniques, are discussed.