Hungary is one of those countries in Europe that have undergone a tremendous change during the last two years. This political change has basicly influenced economy and the actors of the market as well. The first part of this paper describes why neither research institutions nor clients were interested in carrying out qualitative projects under the socialist era. The second part of the paper analyzes why the present Hungarian society and the Hungarian consumers are in a frustrated situation as a consequence of the distorted social and interpersonal relations. On the example of car drivers and refuelling customers a presently adequate typology is suggested. Further on, it is shown how advertising research and image studies can make use of qualitative techniques in an environment where most actors are not ready to cope with the results. It is described how certain research problems were answered. Finally, the paper gives a general overview of how paradoxical identification efforts work in Hungary and what qualitative research could do to help them assimilate to each other. It is mentioned that the training of qualitative researchers is not sufficient in Hungary.