The value of context

Whitepaper Qualitative |2013| Engels


Situations such as these illustrate an issue with which qualitative researchers are very familiar: the fact that that behavioural intention, such as going to the gym, losing weight and staying healthy, does not always translate into actual behaviour; that
strong, personal brand preferences do not always translate into brand choices. Qualitative research offers marketers the greatest opportunity for revealing why such intentions do not produce the behaviour that we might expect. But its ability to deliver the correct explanation depends on where it looks for the answers.