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Q-Methodology and Modern Marketing Research: Fundamentals of the Science of Subjectivity

Davis Brand Capital, November 2009

To succeed, today’s CMOs need to be part anthropologist, part cultural storyteller and part visual artist. They need to understand the underlying values, mores and psyche that drive consumer decisions. Leveraging cultural context, creating collective stories and developing ideas that resonate all involve research problems that most traditional brand research techniques do not adequately address. Q-methodology, a relatively unknown and often misunderstood research methodology, blurs the lines between quantitative and qualitative procedures to deliver profound insights into these types of research questions. It enables the rigorous, systematic exploration of human subjectivity.


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