The Future for Qual?

Less talk, more action. Innovation, not evaluation. Partners, not reporters. These are some of the sweeping changes researchers need to embrace if qualitative research is to maintain its value to clients during the next decade, according to an article published this week.

Writing in a special supplement on qualitative research, the Research Qualitative Review, which is supported by the Association for Qualitative Research (AQR), Philly Desai, Managing Director, Turnstone and a member of the AQR, argues that six trends are shaping the future of market research, and researchers who fail to respond to and accept these changes will be relegated to history.

Far from being intermediaries between clients and consumers, reporting on feedback and providing assessments, researchers of the future are going to have to play a more interactive role in the entire product development process. There is a growing trend amongst clients to realise the value of experiencing the consumer directly. Therefore researchers are increasingly having to facilitate consumer contact and advise clients on understanding what they are hearing and seeing.

Other emerging trends include pinpointing the consumer of the future, generating innovative ideas and building partnerships with respondents and clients alike. No longer will respondents be kept in the dark about marketing objectives, instead researchers will be expected to brief respondents on the facts of the situation and give them time to come to an informed opinion, building a relationship with them as they do. Closer contact with clients will also mean that researchers will need to bring their analytical skills and consumer insights to the boardroom. Researchers who are not comfortable dealing with managing directors, finance directors and sales people will soon find that their role is diminished.

Ann Whalley, Chair, AQR commented, 'We are delighted to be supporting this review of the qualitative research industry by Research. Qualitative researchers are increasingly being asked to tackle many new and exciting challenges and it is vital they remain up-to-date with the latest thinking in order to be able to handle new situations as they arise. At the AQR, we are constantly encouraging the development of new techniques and innovative approaches.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.