Love it? Hate it? Not quite sure?
Without doubt, qualitative research output is hugely variable.
On the one hand, it can deliver quite stunning output: pragmatic insight that inspires brilliant marketing strategies.
On the other hand, the output can be a waste of time and investment. Possibly colourful and possibly entertaining, but nevertheless, quite useless.
If you want colourful and entertaining, buy a Sony Bravia. If you want inspiring, pragmatic research output, then stay tuned. Over the next week or so, I’m going to tell you how to get it.