The qualitative research buzz

One of the things I enjoy about this job is the flexibility it gives you to work on a wide, wide range of topics and markets. Over the years I've been involved in an incredibly varied schedule of research projects for clients ranging from the fairly ubiquitous categories of health/finance/utilities etc through to some really interesting - if sometimes esoteric - npd ideas (organic progesterone cream, a 'cooling kettle' and home delivery of ready meals among them).

It amazes me that no matter how many times you get called back to do some more work on the same subject, in every focus group or depth interview there are always new things to hear and different opinions to take in. There's the frequent thrill of that little nugget of wisdom from the quiet one in the corner which makes so much sense - and you realise just how valuable consumer opinion is and why what we do is so important.

And what also gets me, without fail, is that buzz of excitement you feel when you crack it, and realise you know the answer to the client's issue. That first flash of insight and inspiration is the researcher's reward every time and it's certainly what keeps - and will continue to keep - my interest and passion in qualitative research as lively as ever.