„Qualitative researchers inhabit, by virtue of their primary task, a world which lies between people and things. We attempt to understand and illuminate people’s relationships with things, usually with the purpose of assisting the proprietors or creators of those things in strengthening this relationship in motivational terms. Meaning is ascribed by people to things. It does not reside inherently in products, brands, advertisements, or any thing. So meaning is a construction, and is the only reality that matters, in market research at least.”
Roddy Glen