What qualitative research can be

Corporate America deserves more than it has been getting for its qualitative research dollar. Qualitative research with consumers can be more systematic, more psychological, and more innovative. The everyday business of qualitative research has the potential of becoming a true profession. The added value psychologists can bring to this profession is explored with reference to an approach called dimensional qualitative research. It is argued that quality in qualitative research with consumers can best be achieved through the systematic application of a psychological model that allows for innovation. © 1999 John Wiley & Sons, Inc.