As companies continue to seek effective marketing strategies to reach their goals, Qualitative research has an opportunity to be the change agent in fuelling brand and innovation success.
The qualitative professional is by nature curious and always striving to find new solutions to existing and emerging business challenges. The wealth of existing approaches, as well as the effective integration of new ones inspired by other disciplines, makes this quest to find answers even more achievable.
Now is the time to be inspired, embrace the new opportunities that qualitative research presents and celebrate the positive contribution that it makes to business.

How can marketers and researchers benefit from these new opportunities?
Can the integration of different disciplines help qualitative research become more inspiring?
Can outside knowledge be effectively integrated into research design?
What are the challenges for researchers in keeping up with these changes?
What motivates a client to take the “leap” into the unknown and explore “hybrid” versus “safe and traditional” propositions?

Qualitative 2011 ‘Embrace, Inspire and Celebrate’ focuses on the successful integration of new and inspirational approaches to existing qualitative design and is a celebration of the positive contribution this evolving and innovative discipline makes to business.
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