The future of market and social research is qualitative

Date of publication: September 23, 2018

Catalogue: Congress 2018


This is the story of a collaboration of ESOMAR Foundation/Paragon Partnership, BBC Media, Big Sofa, and experienced qualitative researchers from all over the world, coming together to solve an important industry issue - the quality of qualitative research, globally. This paper describes a potential global training and accreditation approach, and recommends that the Industry takes it seriously, to establish the new, unique brand purpose for MR in the digital data-driven world: to put the 'human' back into Big Data.

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