The background to the book is reported as resting on a simple premise. Industries have had to face up to the fact that they need to understand their public, and that qualitative research is an effective part of the process. Building on this, each chapter of the book illustrates not just where and how research is used, but also how users of that research can benefit from a better understanding of consumers.

In the book a number of experts provide guidance on researching specific issues and sectors as diverse as Innovation, New Broadcasting, Direct Marketing, Design, the Arts World, Politics, Social Policy and Religion. In addition, the book has already received a good reception. According to Mary Goodyear "This is the first book that I have come across that puts research into its proper business context and examines the link between the particular research approach and the client’s information needs with respect to their business objectives." Wendy Gordon has added that "This book demonstrates the growing sophistication and reach of qualitative research methods and thinking - the discipline has come of age - of that there can be no doubt."

For more information about the book, visit www.aqr.org.uk