Good Thinking: A Guide to Qualitative Research

Goodthinking is Wendy Gordon’s personal guide to qualitative research theory, methods and practice based on 30 years experience in the field. This easy-to-read book charts the birth of qualitative research, its growth and subsequent maturity as a recognised component of the marketing toolbox. It also provides valuable insights into how the author’s thinking about qualitative research has evolved in response to the changing demands of the marketplace. The main qualitative methods are reviewed, with a particular focus on group discussions and how best to use and moderate them. There are also chapters on effective communication, projective techniques, models of thinking, advice on dealing with the pitfalls of stimulus material and positionings/propositions, lateral ways of dealing with brand development, and much more. This important book is required reading for everyone who practices or has a professional interest in qualitative research. It is also a must-read for all those who commission and use qualitative research, particularly branding and marketing professionals and advertising agency account planners.