Abstract:

Buyers and practitioners the world over are calling for innovation in qualitative research and yet there are definite expectations governing how qualitative research should be conducted. The authors outline the framework or mould that current qualitative methods seem to adhere to and explain why this is inhibiting innovation. Two examples of qualitative products that challenge the framework are provided to illustrate what can be done when we have the confidence to smash the mould. The authors believe our industry should move beyond delivering consumer insights to marketers to creating consumer instincts in companies.