The American Marketing Association recently published an article written on their Elevate blog by 20|20’s CEO Jim Bryson. 

“Qual Research’s Journey Out of the Rabbit Hole” uses the lens of Alice and Wonderland to survey the mad world of Qualitative Research.

The following is a brief excerpt:

“But I don’t want to go among mad people,” Alice remarked. “Oh, you can’t help that,” said the Cat: “We’re all mad here. I’m mad. You’re mad.” “How do you know I’m mad?” said Alice. “You must be,” said the Cat, “or you wouldn’t have come here.”

—Lewis Carroll, Alice’s Adventures in Wonderland

Qualitative research sometimes seems a bit like Alice in Wonderland: It consists of a few people trying to understand why other people do the things that they do, and how to get them to do more of it. The sense of wonder, amazement and even confusion has been magnified in recent years with an explosion of new technologies, new methods and new ideas. So how did we get here, and how are we better?

To read the full article, please download this PDF: Qual Researchs Journey Out of the Rabbit Hole _Elevate May 2015

Or, click here.