This does not mean that qualitative research should be seen as a poor tool. In fact discontent reflects the very opposite. Qualitative research is one of the most powerful tools we have in the development of brands and communications. It is this power and importance that means it is widely used and therefore highlights the problems. Qualitative research does not have the sampling power to make decisions, so quantitative research is more suited to this purpose.
Qualitative research is a way to explore issues and ideas that are important in strategy formation.
A rediscovery of observation Need.