Qualitative research as a morsel provider - from sushi to insights

Why is qualitative research so underestimated? Jens Krüger, CEO of Bonsai, gets to the bottom of this question in his column "From real life" on marktforschung.de.

"Perhaps qualitative research is so underestimated because it has still not found its role and always wants or needs to legitimise itself. Digitalisation in particular now offers a new opportunity to "charge" the profession differently - and to give it an expanded, new added value. To reposition itself." Qual and quant without trench warfare is Krüger's credo - and one thing is clear from the outset: "A few bites from the cold plate and a few more morsels of insights before going home. No! Qualitative research is not an entertainment programme."