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QRCA Views, Fall 2006
Just as Bill Maher offers “new rules” at end of his show,
which are random rants about what is wrong with the world, GfK V2 Senior
Consultant Bernard Schwartz offers his own “new rules” on
the topic of qualitative research in a recently published QRCA Views
article.
While Mr. Schwartz developed his “new rules” from his experiences
and perspectives as a supplier-side researcher and consultant, he also
provides important take-aways for those on the other side of the mirror,
i.e., clients, on how they can better understand and form positive working
relationships with their supplier-side colleagues.
To download the full article, click the link on the graphic image to
the left.
Rule #1: Trust the group
Rule #2: Respondents are our honored guests
Rule #3: Meet respondents where they are and work with
what you get
Rule #4: People who hire us know what they want and
need
Rule #5: In international research, materials should
be adjusted for
cultural
differences
Rule #6: Be aware of the power balance in research
Rule #7: If you are not having fun, you are probably
not doing things right
Rule #8: Prepare thoroughly for every interview and
every group
Rule #9: Take care of yourself
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