Uploaded byJason Oke
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Is qualitative research holding us back?
The document discusses the shortcomings of qualitative research in understanding consumer behavior, emphasizing that much research is irrelevant and often disregarded due to poor design and lack of engagement. It highlights three main issues: a failure to keep up with cultural changes, a lack of scientific accuracy in assumptions about consumer awareness, and improper use of research findings. Recommendations include making research more engaging and imaginative, pushing back against poor practices, and emphasizing observation over self-reporting.
