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Revolution or adaptation?

Date of publication: June 15, 2014

Catalogue: Global Qualitative 2014: Research Renaissance

Authors: Neil Samson, Anupama Wagh-Koppar, Stuart Knapman, Luigi Toiati

Abstract:

These are uncertain times for qualitative research. The old paradigm of mediated, researcher-led insight is being challenged by new models of engagement that enable brands to interact directly with their consumers. But how far does this shift in approach go? Is qualitative research facing a revolution or are we involved in the ongoing process of adapting to a changing technological and consumer landscape?

Neil Samson

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Anupama Wagh-Koppar

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Stuart Knapman

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Luigi Toiati

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