Workshop review: analysing the language of interviews

Citation

Keegan, S. (2011), "Workshop review: analysing the language of interviews", Qualitative Market Research, Vol. 14 No. 1. https://doi.org/10.1108/qmr.2011.21614aaf.002

Workshop review: analysing the language of interviews

Article Type: Practitioner perspectives From: Qualitative Market Research: An International Journal, Volume 14, Issue 1

In the last year or two, market and social researchers have been rushing to utilise blogs, forums and social networks – and many are proclaiming these research tools to be the next big trend in research. Often there is something evangelical about the haste and enthusiasm with which these tools are being adopted, which belies the consideration, reflection and trial that traditionally accompanies new research methods. Rosie Campbell’s paper comprises a plea for greater caution. It urges us towards greater “language intelligence”, particularly when we are attempting to understand the use of language in mediums such as forums and social networks, in which protocols and rituals in language are still very much evolving. Our considerable understanding of the importance of context to communication cannot be ignored. We cannot simply assume that language means the same when expressed in a blog as it does when we speak face to face – and yet often these assumptions are being made in the rush to adopt new online research methodologies. Campbell drags us back to the future in addressing this critical issue for the burgeoning web-based research methodologies.

Sheila Keegansheila@campbellkeegan.com