Academic and Commercial Qualitative Research:

The Best of Both WorldsRon Chenail

TQR Inaugural ConferenceJanuary 8, 2010

AbstractWith apologies to George Bernard Shaw, academic qualitative research and commercial qualitative research have been “two countries separated by a common language,” but this cultural divide has its positives because these divergent customs present opportunities for mutual innovation. Today we will explore these differences and offer enhancements for both worlds.

DiscoveryExploring our cultures

Academic Qualitative Research

Social Sciences Humanities

Academic Qualitative ResearchInvestigator-defined problemBasic and AppliedDiscovery-orientedNaturalisticDescriptive, Interpretive, and ExplanatoryKnowing and Doing

Commercial Qualitative Research

Business

HumanitiesSocial

Sciences

Commercial Qualitative ResearchMarket Research

Public Policy

Design

Commercial Qualitative Research

Commercial Qualitative ResearchClient-defined problemAppliedSolution-orientedNaturalistic and ControlledDescriptive, Interpretive, and ExplanatorySense and Decision-Making

Academic Qualitative ResearchColleges and UniversitiesResearch InstitutesPublicProducts

Theses and DissertationsJournal ArticlesBooks and Book Chapters

Commercial Qualitative ResearchIndependent ConsultantsResearch CompaniesDepartments within CompaniesProprietaryProducts

PresentationsInterim and Final Reports

Academic Qualitative ResearchEthnographyPhenomenologyGrounded TheoryNarrative InquiryCritical VariationsArtistic VariationsAction Variations

Commercial Qualitative ResearchApplied AnthropologyQualitative Marketing ResearchQualitative Market ResearchCollaborative DesignUsability StudiesSocial Research: Program and Policy

EvaluationConsumer ResearchOrganizational Change Research

Academic Qualitative ResearchIndividual and Group InterviewsFieldworkDocument Analysis

Commercial Qualitative ResearchQualitative Research

One-on-One InterviewsFocus Group InterviewsAmbush Interviews

EthnographyMystery ShopperShop-Along’s

Qualitative Data AnalysisProjective Techniques and Scenarios

DifferencesNoting contrasts and criticisms

Sheila Keegan’s DistinctionsAcademic Research Commercial ResearchEmphasis on

methodology

Theory informs practice

Wide range of methods

Long time scales

Emphasis on end benefit

Practice and theory are an iterative process

Qualitative “thinking” privileged over methods (ideally)

Intensive, fast turnaround

Sheila Keegan’s DistinctionsAcademic Research Commercial ResearchPrioritize

validity/reliability

Cerebral

Largely verbal

Judged by academic rigour

Prioritize understanding, experience, direction

Holistic (mind / body / emotion)

Sensory, especially visual / emotional

Judged by usefulness

Criticizing Academic and Commercial Qualitative ResearchAcademic CommercialToo mechanistic

Too long

Knowledge for what purpose?

Quantitative-influenced

Too much oversight

Too creative

Too quick

Purpose for what knowledge?

Business-influenced

Too little oversight

Best of Both WorldsIntegrating our cultural differences

Pragmatic QualityPurpose

Quality

Rigor / Creativity

The Creative Instrument

Rigorous Method

Creative Self

Inductive MethodDecide

Reflect

Observe

Tri-Design

End-Users

ResearcherParticipants

Rapid Data TransformationThemes

Vertical

Categories

Vertical

Codes

Vertical

Wisdom-Informed Change and Change-Informed Reflection

Data Information

Knowledge

Wisdom Change

Reflection

Begin the conversation!Celebrate the DifferencesExplore the ConnectionsShare the Successes

SourcesImms, M., & Ereaut, G. (2002). An

introduction to qualitative market research. London: Sage.

Keegan, S. (2009). Qualitative research: Good decision making through understanding people, culture and markets. London: Kogan Page.

Sunderland, P. L., & Denny, R. M. (2007). Doing anthropology in consumer research. Walnut Creek, CA: Left Coast Press.

ContactRon Chenail, Ph.D.The Qualitative ReportNova Southeastern University3301 College AvenueFort Lauderdale, Florida 33317 USAron@nova.edu