'Bricolage' - in the December 2002 issue of Admap - an interesting take on redefining old norms of qualitative research.  Essentially it calls for an ethnographic approach in our framework, where shared meanings and socio-cultural context is as important as psychodynamics.  "Interviewing in situ is enjoying a resurgence of interest and acceptability as people acknowledge the artificiality of the home or lab-based group discussion. The qualitative MR community is also breaking free of its reliance on interviews, most visibly in the growth of observation and ethnography ñ though these are usually combined with conventional groups or interviews."

We've seen this work so well among youth ... at a group they may 'say' something to us, but what can beat entering the social and private 'space' say of a 16 year old ... going to his home ... hanging out with him and his friends ... getting visual and audio and non-verbal imprints ... hearing their stories .... its so much more holistic ... and fun too !

That's at one level - the larger issue really is redefining the orientation of researchers and clients, and this is more interesting to me as a consultant.  And more challenging :              

 "This means a new 'proposition' for qualitative market research ñ a shift from:

• 'we use contact with consumers to generate material from which to extract insightful and useful meaning'

to:

• 'we use qualitative methods of detection and analysis to extract insightful and useful meaning from all sorts of 'texts' relevant to consumer culture'.

By analysing different 'texts' using our existing qualitative mindset, we can ask the same questions to derive new, usable insights and knowledge for clients. 'Doing bricolage' is about embracing an investigative role focused on the client's issues, not performing predetermined tasks to extract information from consumers. Insight and benefit for the client must be derived from any accessible sources, rather than performing research 'products' like 'groups 'n' depths'."

9:02:36 PM    comment []  trackback []

I came across this neat perspective on Storytelling, at Ivy Sea Online.  From the introduction : "Stories are a primary mode of human communication and thinking ó and one that has been used since the dawn of time. Why? Stories have depth and multiple dimensions; they help us create human connections in a world that seems complex, sometimes (or often) threatening, and increasingly dehumanizing. Stories give us context. The alternative? Having bits and pieces of data that are disconnected from any unifying context, community or truth.''

I think this could be a powerful tool for qualitative researchers - both at the stage of moderation and facilitation, and at the presentation stage.  How often have we felt that we wish we could make said brand manager really really get into the shoes of the consumer of his product or service.  How often have we felt at a presentation, that we are all somehow missing the woods for the trees, getting tangled in the bits and pieces. How often have we felt the inability to see with new eyes. How often have we felt the urge to communicate the true colours and tones effectively and in harmony.

A word of caution ... we'd have to guard against being labelled 'yarn-spinners' !

8:36:17 PM    comment []  trackback []