Abstract:

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.