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So late last week I fired off an email to my good friend, John Griffiths, who I always contact when I want to know what my opinion should be on any given subject. His answer follows, and I hope your comments will follow to.
Q: "Hi John, hope you are well. I was wondering if you could help me with something. In both Brazil and Dubai we are being asked the same question by inexperienced clients (potential clients): 'how representative is qualitative research?' Now I know and you know that it isn't. I was wondering if you had a set piece response we could use? An explanation which is more than an apology - I usually talk about how we try to understand mechanisms and triggers rather than how many times who does what...
Any thoughts/ideas would be greatly appreciated."
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