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That is, their mediation and translation is not done out of interest, or to further knowledge in general, or for the direct benefit of the researched group; it always done with a view to maximising its usefulness to the client. The need to be both impartial and partial results in a tension or duality of responsibility that Mike Imms and I termed ‘the dual role’ in Book 1. The specific implications for analysis and interpretation of playing these two roles are outlined below. The ‘Dual Role’ Within Analysis The crucial implication of the dual role in analysis and interpretation is not the effect it has on looking at the materials gathered from respondents, but on the way in which the researcher must look at what emanates from the client.

That is, most are not particularly concerned with the theory of what they do. This is not to say, however, that the same researchers are not concerned with forms of theory. Certainly, many projects will create ‘theory’, in the form of abstractions, conceptualisations or models built from data to help address client needs. Additionally, doing this may entail the use of ideas and models borrowed from psychology, sociology or elsewhere. This chapter looks at all of these notions of ‘theory’. qxd 6/15/02 3:35 PM 30 Page 30 ANALYSIS AND INTERPRETATION IN QUALITATIVE MARKET RESEARCH which researchers explicitly or implicitly draw ideas and inspiration in making sense of findings.

One useful major division, outlined in Book 1 of this series, is between projects whose primary orientation is diagnostic, and those that focus on, or contain an element of, prognosis. More specifically, the following classification of qualitative questions (also appearing in Book 1) allows further discussion of analytic alternatives and the kinds of outcome that are required. This is an approximate classification since in practice these objectives often overlap within a project. 2 Typical Project Objectives for Qualitative Market Research • Screening: checking respondents’ likely understanding of terms and concepts prior to their use in quantitative research; collecting respondent vocabulary for use in later concept or questionnaire design; reducing a large number of ideas (for products or packaging for example) before quantitative testing • Exploration: mapping out the nature and dynamics of a market or subculture or other phenomenon; exploring and giving a coherent account of the status quo (often extended to indicate potentially fruitful areas for further exploration and development by the client organisation) • Strategic development: extending the ‘exploratory’ function to generate, refine and give direction to future strategic decisions.

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