Qualitative Research in the 21st Century
Veni vidi vici
Methodological synergy!
Neil McPhee & Peter Laybourne
Abstract
This presentation outlines the ways in which the two disciplines of Ethnography and Neuroscience can be harnessed to provide significantly greater power and insight into the behaviour of respondents. In short, it offers a synergy of method, the value of the whole being greater than the sum of the parts.
By “wiring” respondents during part/all of immersion sessions, and by comparing and contrasting verbalised responses (“conversational narrative”) from respondents, with observed/analytics by ethnographer (“participant observation”),and brain scanning data from neuroscience outputs, we are able to triangulate with much greater certainty what is actually happening, without the need for reliance of the respondents’ own self-diagnostics or self-reportage/self justification.
Veni, vidi, vici… without them knowing it!
< BACKNeil McPhee
Nuance Research Ltd, UK
Neil McPhee is the Founder and Managing Director of Nuance Research Ltd (UK), a specialist Qualitative and Ethnographic Research provider. Neil has been a qualitative researcher for 34 years, and is a Certified NLP (Neuro Linguistic Programming) and Hypnotherapy Practitioner. He has presented papers on the use of advanced qualitative research and ethnography at various events including MRS, ESOMAR, AQR/QRCA, ABMRC, AEMRI, BIG (Business Intelligence Group) and IMRA conferences. He has a degree in Politics, Sociology and Economics, and is a Chartered Institute of Marketing Diploma holder.
Neil has been involved in Ethnographic research techniques since the early 1970’s.
Before the foundation of Nuance Research Ltd (UK), he was Qualitative Research Director of MORPACE International Ltd. Previously he had spent 22 years forming, growing and then selling MSS Marketing Research, a full service agency.
Peter Laybourne
Fathom International Ltd, UK
Pete is Chairman of Fathom International Ltd, a global qualitative brand planning agency with an established network in 54 countries around the globe.
His career started as a quantitative researcher in 1976 at, then Unilever owned, Research International, prior to him becoming Market Research Manager at Colgate Palmolive Ltd.
He rejoined the agency side at Schlackman Research becoming one of the industry’s first Marketing Directors in 1981, and Group Marketing Director of The Schlackman Group Ltd a year later. In 1983, he was appointed Managing Director and by time was a rare combination of qualitative and quantitative researcher.
In 1986, he formed breakaway agency Laybourne Valentine & Partners which pioneered a brand planning approach to research. Fathom International Ltd evolved as a bespoke niche qualitative brand planning agency in 1999 which he still runs today.
Additionally, he is Chairman of Neuroco Ltd one of the worlds pioneering Neuromarketing agencies, and the first to incorporate EEG, eye scanning and qualitative research to provide a measure of consumer sub conscious response to brands and brand communications.
Peter has served on the MRS Council and AQR Committee in the UK, as well as chairing the MRS Annual Conference. He is currently part of a sub committee of ESOMAR Professional Standards preparing a paper on Passive Measurement.
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