The Future of Market and Social Research is Qualitative: Developing professional qualifications for qualitative researchers

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Preface

Once clients have analysed all their Big Data, they are still going to need answers to the question 'why?' As Big Data replaces more and more quantitative surveys, the future of MR really is going to be more focussed on qualitative and observational research.

So, how can the MR Industry really take 'ownership' of this space, and not be muscled out by consultants, and DIY entrepreneurs/individuals? We know that much current qualitative practice is poor, especially in developing markets, lacking cultural understanding and real actionable insight. Clients complain of the lack of credibility of the results. CEO's don't know...

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