Have you ever hugged Christmas? How to get more out of qualitative research
Does it really matter how you conduct qualitative research, as long as you do it right? No not really. There are all sorts of good reasons to use all the current qual methods including ethnography and social media analysis.
The real insight comes at the analysis stage by using the right kind of analysis. Though this varies a little from country to country, from an Australian perspective there are five different types of qual analysis we can do, each one giving a different insight.
Understanding cultural rituals and symbols
People do not buy and use services simply for functional reasons, or even just for emotional reasons. There is more to people than that. Much of human behaviour comes about because people want to make their daily lives meaningful. So, they look for products and services that give them the sense of meaning they are looking for.