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|Author(s): Oliver Schieleit, Ayobamidele Gnädig
Collection: Qualitative 2006
Keywords: In-Depth Interviews, Observational Research, Projective Techniques, Focus Groups
ESOMAR Excellence Award Winner - Best Paper 2006/2007
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This paper provocatively questions the 'depth ethos' so often determining today’s qualitative research.
The psychological primacy in qualitative research can be a barrier to generating inspiring and valuable insights by disregarding consumer reality as superficial and 'untrue'.The authors advocate an approach that generates insights via a thorough understanding and interpretation of the supposed 'obvious', combining the perspectives of ethnography, cultural analysis and linguistic learnings as a starting point for contemporary qualitative research.
While not claiming the death of psychology-oriented research, the authors stress other valuable approaches outside the principle of 'going deeper'.