In the past, research was either some sort of quantitative survey conducted in person or by phone, or it was a qualitative study involving focus groups or individual interviews. Sometimes we would be asked to deploy mixed methodological solutions to issues but this was not commonplace.
Two major developments have changed this. The appropriation for commercial research purposes of academic disciplines such as ethnography and semiotics has enhanced the ways in which we can study issues, while online qualitative methodologies such as blogging and BRS’s own Digital Salons® have enhanced the ways in which we can connect with and study people.
Put these developments together and we have a much more sophisticated research tool box from which we can link together the most appropriate methods on a case-by-case basis, all in service of generating maximum insights. We are no longer limited to obvious or traditional solutions. These days consumer insights must employ Integrated Solutions. Here are some of ours: