Revolution or adaptation?

Date of publication: June 15, 2014

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?

  • Video
  • This could also be of interest