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Sheila Keegan, Julie Tinsan and Clive Nancarrow
The aim of this paper is to explore the benefits of a symbiotic relationship between academic and practitioner qualitative research communities and consider ways of nurturing such…
Abstract
Purpose
The aim of this paper is to explore the benefits of a symbiotic relationship between academic and practitioner qualitative research communities and consider ways of nurturing such a relationship.
Design/methodology/approach
The IPA twinning case study is used as a possible model for collaborations with input from the Association for Qualitative Research and from the qualitative special interest group at the academy of marketing.
Findings
A variety of benefits and bases for collaboration are identified.
Research limitations/implications
Experience of collaborations in the field of qualitative research is limited.
Practical implications
A joint initiative is described.
Originality/value
It is argued that collaborations will improve the quality of outputs, generate publicity and income, provide personal development opportunities and, most importantly, be enjoyable.
Details
Keywords
The purpose of this paper is to address the emerging way in which qualitative research is now carried out within the commercial world, the influences of shifting paradigms and the…
Abstract
Purpose
The purpose of this paper is to address the emerging way in which qualitative research is now carried out within the commercial world, the influences of shifting paradigms and the importance of theoretical understanding for current practice.
Design/methodology/approach
The “method” underpinning this paper is qualitative observation drawn from research across a wide range of client companies during more than 30 years of commercial qualitative practice, as well as from recent, ongoing conversations with other commercial practitioners and academics, and from the academic and literature.
Findings
Commercial qualitative research has, largely, moved away from a classic scientific paradigm towards a social constructionist perspective. The paper explores how the concept of emergence derived from complexity sciences and the contribution of neuroscience to understanding the role of emotion in judgement and decision making, can help make sense of current commercial practice.
Practical implications
The implications for commercial practitioners are highlighted. Training in analytical skills and emotional awareness as reflection‐in‐action is needed in order that analysis and interpretation are embedded within the ongoing research process, i.e. training needs to include qualitative thinking as much as practice.
Originality/value
The paper highlights the creative potential of “emergent inquiry”, improvisation “in the moment” and the particular skills required.
Details