Abstract:

This issue celebrates and examines the role of qualitative research in our vast panoply of insights tools and approaches. There is much to celebrate, not least that qualitative has been perhaps even more adaptive to new approaches and technologies than its more enumerative sister. Qualitative research was in the forefront of the mobile revolution, embraced imagery and video well in advance of the rest of the profession, revived ethnography, and deployed (even spawned) new technologies in text and video analytics.