In trying to keep pace with change, qualitative research is losing its bearings. Consumers are more immediately influential than ever, and there is pressure to deliver rapid information to clients or risk being left behind by the digital revolution. Research has prioritised offering instant results even if they provide little insight and contribute nothing to the client’s longer-term business direction. But turning research into the equivalent of a fast-food commodity can only have a negative effect on the quality of work being delivered.
Too often, qualitative research is being used when it is too late to maximise its value. Projects are commissioned to make quick evaluation decisions as a fast and cheap alternative to quantitative research: a rubber stamp at best, a substitute for decision making at worst. It is used less and less frequently where it has the greatest power to inspire business growth and new, creative ways of thinking that is as an integral part of strategic development from the outset.
Other highlights:
- The medium is not the message
- Importance of putting the context back into the research.
It makes me think,
How much qualitative research are we doing?
Isnt it time yet that we start doing some qualitative research?
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