Abstract:

The need exists to bring the individual back into the forefront of research, whether qualitative or quantitative. It is predicted that in the ’90’s, the mean score and the group discussion will decline in prevalence & disaggregated data will rule. In the case of qualitative research therefore, the 90’s should see a greater emphasis on individual depth interviews, reflecting a closer rapprochement with psychotherapy than in recent years. When groups do come into consideration, the first step will be to consider the possible relevance of family groups, which, after all, are the primary group in society, rather than peer groups. Turning to quantitative research, the 90’s will find researchers showing increased interest in techniques that expose differences between individuals rather than those which summarise. This will manifest itself in the avoidance of summary statistics the ’personalising’ of the interview the application of vertical analysis the micro-modelling of responses. Overall, whether through qualitative depth interviews or quantitative micro- modelling, in the age of the individual it is this individual who should shine through in the development of market research in the 90’s.