The aim of this book is to present various qualitative methods from several perspectives. First, from the perspective of the people involved in conducting research: on the one hand, marketers – those for whom such research is carried out and who pay for them, and on the other hand, researchers who conduct the study. Second, from the perspective of the knowledge underpinning qualitative marketing research, bringing together many different fields of study. It entails general knowledge from the social sciences (sociology and psychology) on society, culture, and individuals, as well as the mechanisms underlying their choices and driving their behaviours. It also comprises specialist knowledge on marketing, consumer decisions and behaviours, and how advertising works. All of this makes qualitative marketing research an interdisciplinary area that requires the integration of information derived from many different fields and sources, and not just practical skills like moderation. In this book, I have considered several perspectives that stem from my own professional experience as a psychologist and scientist specialising in consumer psychology and, above all, unconscious and automatic processes, as a long-standing marketing research practitioner working with the biggest multinationals, and as an academic involved in the teaching of marketing research to students and practitioners

这本书的目的是从多个角度介绍各种定性方法。首先，从参与研究的人的角度来看：一方面是市场营销人员，即那些为他们进行研究并为之付费的人，另一方面是进行研究的研究人员。第二，从知识支撑的角度进行定性营销研究，汇集了许多不同的研究领域。它需要社会科学（社会学和心理学）关于社会、文化和个人的一般知识，以及他们的选择和驱动他们行为的机制。它还包括市场营销、消费者决策和行为以及广告如何运作的专业知识。所有这些使得定性营销研究成为一个跨学科领域，需要整合来自许多不同领域和来源的信息，而不仅仅是像适度这样的实用技能。在这本书中，我考虑了几个观点，这些观点源自我作为一名心理学家和科学家的专业经验，专门研究消费者心理学，尤其是无意识和自动过程，作为一名长期与大型跨国公司合作的营销研究实践者，并作为一名从事营销研究教学的学者和从业人员