How to survive objectivity and live to tell about it.
Qualitative research is, in essence, a means to learn and know the subjective side of personas as consumers. It deals with with motivations, meanings and identifications people have regarding brands, products, services and other people or ideas, in the case of candidates of public figures. In recent times, qualitative research has been strongly influenced by todays society’s pragmatic vision where the objective and concrete has more value than the subjective and interpretative. So, the proliferation of techniques and methodologies oriented to limit the subjective character of qualitative research have not made themselves wait. From the use of the “perception analyzer” through the use of questionnaires during the focus group dynamics, up to the point of using percentage or numeric data in the reports, among other examples, the truth is than many agencies and companies (to our knowledge in Mexico) offer and request qualitative studies with less subjective characteristics, that is, with less interpretation.
Proyecto Noesis Int 