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FEATURE12 January 2016

The qual revolution

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Features Impact UK

Our special editorial celebrating 70 years of market research continues with John Downham’s look at the revolution in qualitative research. 

Immediately after World War II, market research in Britain consisted of fairly straightforward usage and attitude surveys. By the 1950s, however, the emphasis had moved increasingly into developing research’s ability to explain, and not simply to describe. Attempts to ...